The Story Behind: The Black Rifle Coffee Co. "Back Country Access" Vehicle

Some will ask.. "What the heck does a pick-up truck have to do with coffee?" However, Jhan Dolphin, an executive with Prefix Corporation in Detroit and President of Chicago-based J Robert Marketing sees it as a natural fit. Dolphin has created promotional vehicle concepts with celebrities like Cheap Trick and Criss Angel, and brands like Carbon TV, the NRA, Dairy Queen, Maui Jim, and many others. "Anyone with a wild imagination and a big check book can create a cool custom vehicle," explains Dolphin. "The real fun starts when you align the vehicle's design and custom features to the emotions connected to a fun brand, and… for anyone who knows about working with Black Rifle Coffee Company, they'll understand that this is about as fun as it can get.”  

Jhan Dolphin has always been a patriotic guy, but that took on new meaning when one of his sons entered the Army. Jhan is super proud to have a son who served his country, and now pays a lot of attention to the needs of veterans and the important companies that support them.  That is what led him to learn about Black Rifle Coffee Co. 

The team over at BRCC are a group of highly entertaining patriotic veterans that have amassed a mega following and public desire for not only their coffee, but their viral marketing campaigns that showcase who they are and what they represent. Black Rifle Coffee Company (BRCC) is a veteran owned and operated premium small batch coffee company that is globally recognized for their cutting edge, energetic and unapologetically edgy marketing campaigns and philanthropic efforts. Being that BRCC is a veteran oriented organization, they give back a portion of their proceeds each year to support causes that benefit veterans, LEO's, and our first responder communities. It’s equally tantamount to producing great coffee and epic campaigns. BRCC leads the way in implementing employment initiatives that are geared toward helping military service members transition back into their community by taking the skills they honed throughout their military careers and applying them to various roles within the company, helping to ensure BRCC continues to not only set the bar, but raise it.

The vehicle team that Dolphin assembled for this project is made up of the midwest's best custom builders, each an expert in their respected specialty. The team includes; Matt Dinelli from Attitude Performance in Arlington Heights, IL. Matt has taken the lead role on the project, with (believe it or not) his 17 year old son, Jake handling all suspension work and fabrication. In fact, Jake may be one of the youngest to ever work on such a high-profile project. Handling the bold graphic treatment is CPV Paint & Graphics in Franksville, Wisconsin. Known for their work with Harley Davidson, CPV President, Steve Wright and his team created a design using a brand-new camo pattern from Kryptek Outdoor Group in a satin-finish to complement the gloss black paint of the vehicle. When it came to a sound-system for the truck, Marty Deane, of Soundz Plus in Naperville, Illinois designed a wild custom stereo system featuring Rockford Fosgate speakers, amplifiers, and sub-woofers to make sure the soundtrack for the project is heard loud and clear.