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Home / Our Story


We make
tools for thinkers.*

*What is a thinker?

If you have thoughts, you’re a thinker. Every human being engages their mind all day, every day. The mind can be exercised and optimized, just like the body, with a few simple tools.

We believe that well-designed products improve lives.

We’re on a journey to give thinkers the tools they need.

Founded on a mission.

“To champion thinkers around the world through inspiration and imagination.”

Throughout our journey in designing products and coming up with creative projects, our mission continues to drive us. It’s the singular rule by which every move we make is measured against.

Designed by the community.

Baronfig started as a Kickstarter project based on feedback from hundreds of thinkers around the world. Today we continue this tradition by keeping an open dialog with our customers as we continuously evolve.

A tree planted for every Confidant sold.

We’re dedicated to empowering and inspiring thinkers. This includes a responsibility to leave the earth better than we found it—one tree at a time.

We’re 100% employee owned.

Meet the thinkers behind Baronfig.

Joey Cofone


Adam Kornfield


Jay Desai


Laura Toffolo


Our small team is committed to creating products that people love to use. We are a completely independent company.

Say hello on social media via @baronfig.

We follow three principles.

We lean on these principles to move forward with our mission. Each is an ingredient in a unique recipe to create
truly useful and beautiful goods that anyone can enjoy.


Simple design is direct, intuitive, and easy on the eyes. It should just work, every single time.


Your tools need to be functional. We work to make sure you have the best tools for the job at all times.


All of our designs are a product of community feedback. We keep improving based on your needs.

We have a common philosophy.

If our Mission is the destination, our Philosophies are the fuel that get us there.

We believe in the magic of being present and enjoying the process.

We believe clarity is achieved by finding the truth.

We believe that play and the unknown is as important as discipline and planning.

We believe that action is the loudest voice.

We believe in ownership and responsibility for our decisions.

We believe that a well-designed product improves lives.

We believe in collaboration as the pinnacle of creating.

Baronfig’s forward and upward strategy is modeled after the artistic process. It isn’t discussed often, but business is an art as much as painting or making music.

Part of the journey requires that we choose a destination, but it also requires that we be open to uncertainty, small detours, and even large changes in direction.

Baronfig started as a project between friends.

We couldn’t find what we were looking for—so we made it.

We contacted hundreds of thinkers and asked a simple question.

“What do you like in a sketchbook or notebook?”

We took all of that feedback and consolidated it into a notebook. We called this notebook the Confidant.

We put the Confidant on Kickstarter with high hopes and a genuine passion for ideas. At the end of 30 days we sold nearly 9k notebooks to thousands of customers around the world. Baronfig was official.

We’re always looking for feedback and improving our products.

We hope that you enjoy what we’ve made. Once you’ve spent time with our products, please check our dedicated footer link to submit feedback.

Join the journey with us.

Get notified of new products, limited releases, and more.