Positioning Cupper’s Journey: THE African Coffee experts
Defining the brand story and positioning
Our work with Cupper’s Journey began with a Brand and Story Workshop designed to define the foundations of the business and identify how the brand could stand out in the competitive speciality coffee market.
Through a structured strategy workshop, we explored the core elements of the brand, including:
- Background and brand origins
- Vision and long-term ambition
- Target audiences
- Purpose and brand values
- Brand positioning within the speciality coffee sector
- Messaging and reasons to believe
- Sales focus and routes to market
This process uncovered the heart of the brand story and led to a clear positioning: Cupper’s Journey as the experts in exceptional African speciality coffee.
Website redesign and storytelling
Following the strategy work, we delivered a complete redesign and rebuild of the Cupper’s Journey website, to better reflect the brand’s expertise and passion for African coffee. The new website places storytelling at the centre of the experience, highlighting:
- The provenance of African speciality coffees
- Terroir and growing regions
- The farmers and communities behind each bean
- The journey of coffee from farm to cup
We also developed educational content and guides covering grinding, brewing, tasting and choosing coffee, helping position Cupper’s Journey as a trusted authority in speciality coffee.
Building an integrated marketing platform
To support long-term growth, we introduced several key marketing foundations that help ensure the brand story is always communicated consistently across all channels:
- Ongoing premium storytelling across social media channels
- An integrated email marketing system to communicate with their growing community
- Targeted sales pitch decks for retail and hospitality sectors
Supporting future growth
Our partnership with Cupper’s Journey is continuing, and we love how the work we do with them changes as the brand grows. We are now supporting them with trade and consumer shows and helping them to connect with retail and hospitality partners.
The result
Through strategic brand development, website design and ongoing storytelling marketing, Cupper’s Journey is now positioned as a specialist authority in African speciality coffee, with a clear narrative that resonates with customers, buyers and the speciality coffee community.
Want to position your food or drink brand as the go-to expert in your category? Start your journey with Relish Food Marketing and let’s build something remarkable together, or get in touch to learn more about how we could help grow your brand.
