The story of a cup of coffee has always overpowered the actual cup in front of me, no matter how bold the roast. My original teenager-at-the-mall order was always a beverage that could technically be called coffee, but genetically was more milk and sugar. After years of Gilmore Girls, I fell in love with the idea of drinking it black. I dreamed of my new life as a black coffee drinker and all the strangers I would impress. If IHOP waitresses thought for a second that I was a bold, sophisticated adult, dropping the extras would be worth it.
In reality drinking black coffee did nothing for my image but cut calories. No one cares if I buy the super dark roast with the skull on the packaging at the grocery store, even though dark roast gives me heartburn. Marketing coffee, or marketing anything, is about the story we tell ourselves. It’s not everything, but it sells the beans at least once.
Drinking from small roasters is a simple luxury I love that brings me immense amounts of joy. My weekday budget beans (Dunkin’) pale in comparison to my weekend fancy, niche business, packed-with-love beans (currently, Stumptown.) As I’ve lived in different places, I found different local shops that drew me in and sold me on their story. Here are a few of my favorites, and the branding that made me fall in love.
Virginia is for Coffee Lovers – Cervantes, Blanchard’s, Loud’n Roasted
My current local shop is Cervantes, a roastery in Springfield specializing in single-origin artisan roasted beans. I first found them at a local garden and produce center. Then, they followed me to Wegmans. Finally I realized the roastery itself was a ten minute drive away, and I knew I had to visit.
Not only is the coffee great, but the messaging is simple and effective. The name Cervantes directly points to the business’ South American roots. The packaging is straightforward with striking, bright colors. While I love a witty coffee pun, the fact that Cervantes blends are presented exactly as they are (e.g. Ethiopia, Natural Process, Medium Dark Roast) exemplifies their focus on coffee education and supporting small farming cooperatives.
But speaking of puns – Loud’n Roasted and I were in love at first sip. The family-owned Loudoun County coffee roastery is a small operation, but their drinks are delicious and they really capitalize on their naming with excellent merch. To match their playful local name, the way they talk to their customers is casual and fun – like we’re all neighbors. I’m excited to scope out their new shop in Ashburn soon!
And I can’t talk about Virginia coffee without mentioning Richmond. I didn’t live there for long after college, but it was long enough to fall in love with the coffee scene. Out of a few great local shops, my favorite was Blanchard’s. Their cool minimalist style made me feel like a hip Richmond native. The packaging highlights their flavor notes, which they describe with words like cereal, toasted almond, and sweet complexity. Coffee and wine follow a similar playbook, where the rules are made up as long as you can sell it. And Blanchard’s can sell it. I wonder if their Black Dog blend brought in any other Taylor Swift fans…
California Coffee Dreamin’ – Captain + Stoker, ACME, Verve
I won’t make any sweeping generalizations about East Coast and West Coast coffee, but I’ll say this. When I’m drinking coffee in Virginia, it’s in a Starbucks thermos on my way to an appointment. When I’m drinking coffee in California, it’s in a vintage mug in front of a sleepy sunrise. There’s a cat on my lap and an artisanal pastry in my hand. Life is good.
Captain + Stoker was at the top of my list to visit when I moved to Monterey. Like Blanchard’s, their branding is very minimalist. With the simple addition of that tandem bicycle to their branding, they capture the friendly openness that you feel at one of their shops. “We care about quality, freshness, small batches – you get it – we know you’ve heard that all before, but really, it’s important.” I love when businesses talk to their customers like people. And the tone Captain + Stoker strikes online and in person really captures that California chill.
My most frequent coffee haunt, though, was ACME. When I first drove up, I thought Google Maps had tricked me into walking into an old auto shop. Their Seaside location is a small stand behind an open garage door with a few standing tables outside. If the incredible coffee didn’t make me love it immediately, the old school rock and roll logo really connected to the part of me that wants to feel cooler than I actually am. Their slogan is “Resist Corporate Coffee.” It’s edgy, it’s fun, and it’s not a long spiel about ethical farming practices. Here it is, your small moment of political resistance in a cup.
Verve has to make it into this group somewhere too so I can find a way to sneak a comment about Japan in. I first went to a Verve coffee shop in Kita-Kamakura. When I stumbled upon another in Santa Cruz, I was thrilled. It’s another neutral, serif brand, but one whose use of copy is so fun. “Seabright House Blend – like comfort in a cup. From our home to your home.” “Sermon – so easy to wake up to. Sweet deep & soulful.” I want to say “say less, I’m in!” But really, say more. Keep speaking my language. For coffee lovers, Verve has captured a bit of the magic in their labels.
Conclusion
Coffee branding and copy can be loud, like a dark roast, or quiet like decaf. You can sell the story of a hard-working farmer in Bolivia crafting the sweetest blend of nutty, aromatic beans. You can sell the peace of a Sunday morning cuddled up with your dog, sipping a hot cup of delicious caffeine. You can sell a solution to a withdrawal headache and a screaming toddler. There are a million stories in our everyday lives, and for so many of us coffee is the one that starts the day. What does your cup of coffee say about you?