Chérmelle Edwards on brand strategy.
You never know who you’re going to meet at a coffee shop. Back in 2012, I stumbled upon Chérmelle Edwards taking photos of patrons at Handsome Coffee (before they were bought out by Blue Bottle Coffee). I was curious about her work and discovered that she documented people at coffee shops. Since then, I’ve followed her career as The Coffeetographer and watched as her work expanded into writing, fashion, street style and travel photography.
This past April, I had the pleasure of co-hosting a webinar with Chérmelle in conjunction with the Specialty Coffee Association around branding, building brand loyalty and coffee trends. For me, it was a dream opportunity as I have been a long time admirer of Chérmelle’s work and her unique insight in the coffee world.. I followed up with Chérmelle to chat some more about branding.
What does branding or a personal brand mean to you?
A personal brand first indicates that an individual, not a business is aiming to achieve a consistency of message, and aesthetic about the representation of themselves to the public. I believe that a personal brand can be entirely different from that person who may also run a business that is a brand.
Branding is about communication, consistency, and intentional thought applied towards a product. Sometimes we ourselves are the product that we are selling. Other times it’s a physical good or item. How that item is communicated in word, in visuals and across platforms shapes its identity. The values that are attached to that identity exercised over time make it a brand.
“Ask yourself, what is the business selling? How do I want people to feel about what the business is selling? Those two questions answer what a brand is and what a brand does.”
Can you share a brand or brand campaign that has sparked your interest recently?
I am going with Flamingo Estate. I first discovered it through an InstaStory when someone shared that they received a box of produce and a flower bundle.
The produce looked healthy, rich and full of life. The flower bundle looked wild and rambunctious - a lot like me at times. Maybe that’s why I resonated with the story which led me to visit the brand’s website.
When I visited the website, I loved the visuals and the moving images that showed the estate. Then I read their story and learned about how the owner had one business and due to the pandemic, pivoted to create this one. It was a story about a business that took a leap and turned what it had into something new. It was a real, American Pandemic story. Yes, it seems like it’s selling these everyday goods, packaged in a contrast of warm paper lunch bag tones and vibrant garden hue, but its selling so much more than that, almost like its selling the byproduct of the pandemic too: resilience.
The logo which is a mark of flowers and animals felt simple and happy. Each part of the shop experience is categorized into an area of the home and everyday living. I liked that. Then each product has a story of how it was made which gave credence to the brands ethos, “always from nature, always from pleasure.”
Then I ordered the brand, a bundle of flowers and a box of produce. I didn’t know what to expect. But, when it arrived it was everything I didn’t know I wanted. There was care, there was branded wrapping paper, there was a zine about the produce along with cultural elements, and a calendar of an upcoming event at the estate.
Then, Flamingo Estate was more than a delivery service or a produce offering - not that it was presented to me that way - but it became a lifestyle brand, something I could see myself wanting again and again with the knowledge that it will change because nature changes. I believe that’s why I’m enthralled with them as of now, it’s all about natural pleasure and I’m always down for that.
One piece of advice you would give a start-up who is just getting started with their own brand strategy?
Ask yourself, what is the business selling? How do I want people to feel about what the business is selling. Those two questions answer what a brand is and what a brand does? All thought, including visuals, tactile properties, packaging, messaging, and experience follow from there.
How can people connect with you?
Twitter: coffeetographer IG:thecoffeetographer
To watch our US Coffee Retail Summit webinar click here.
