FOCUS: BRAND STRATEGY MISFIRES | AUDIENCE: STEWARDS OF PLATEAUED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I helped a boutique coffee roaster see that the richness of its blend is in its ratios and origins, not in clichés.
The boutique roaster was ambitious, sourcing Arabica and Robusta beans from both local Indian plantations and international estates. Yet its agency had built a messaging framework full of clichés such as “crafted with care,” “perfect mornings,” and “awaken your senses.” These phrases could have belonged to any café chain or supermarket instant coffee. What made the brand distinctive … the exact ratios of blends and the origins of its beans … were never mentioned.
The outcome was predictable. Consumers could not tell how this roaster was different from competitors. Retail partners found the pitch generic. The brand sounded like every other coffee player in a crowded marketplace. By lowering its story to bland lines, the brand abandoned its real asset: the craft of its blends.
I discovered that the brand’s most compelling story was hiding in its blend ratios and provenance. A 70% Colombian Arabica, 30% Coorg Robusta mix produced chocolatey undertones with spicy notes. An Ethiopian and Plantation AA pairing created brightness and body. These stories appealed not just to connoisseurs but also to aspirers who wanted to feel they were drinking something world-class.
The insight was that coffee enthusiasts buy stories, not slogans. Generic messaging stripped away the romance of beans, farms, and ratios. By treating all customers as if they wanted the same “perfect morning,” the framework ignored the rising demand for authenticity and origin-led narratives.
The big idea I introduced was simple yet radical: “Coffee Stories in Ratios.” Instead of broad lifestyle clichés, the roaster would frame every product as a narrative of origins, blends, and flavour journeys. Each roast would be described by its specific bean percentages and estates, turning technical details into emotional promises.
This idea transformed the perception of the brand. It became less about selling a cup of energy and more about inviting customers into a ritual of discovery. Just as wine lovers read labels for terroir and grape composition, coffee buyers could now savour the authentic craft in every cup.
I helped the brand rebuild its messaging framework around blend-led storytelling. Product names such as “Heritage Roast,” “Morning Precision,” and “Colombian-Coorg Harmony” highlighted both craft and creativity. Each line spoke to a clear identity: chocolate notes for indulgence, spice hints for energy, brightness for lightness.
The strategy included weaving these messages consistently across packaging, website, and social media. Instead of slogans, customers encountered blend cards, origin maps, and ratio graphics. Each cup of coffee became a window into craftsmanship and cultural connection. This was the strategy shift from bland to blend.
Here are 10 strategic ideas developed (and several executed) to support the new brand direction:
Blend Story Cards: Digital visuals showcasing bean ratios, plantations, and tasting notes for each roast.
Origin Map Posts: Interactive posts tracing beans from Colombia, Ethiopia, or Coorg to the customer’s cup.
Behind-the-Blend Videos: Short reels of roasters explaining why specific percentages create unique flavour.
Connoisseur Series Blogs: Articles unpacking flavour profiles of Arabica vs Robusta, and why balance matters.
Customer Ritual Features: User-generated content campaigns where buyers share their morning brew ritual.
“Guess the Ratio” Polls: Interactive quizzes on Instagram inviting followers to match flavour to blend ratios.
Limited Edition Drops: Online-only releases with rare micro-lots, promoted through scarcity-driven content.
Farmer Spotlight Stories: Narratives about growers and estates, giving human authenticity to the supply chain.
E-commerce Taste Quiz: An online quiz that recommends blends based on flavour preferences.
Virtual Tasting Webinars: Livestream sessions teaching customers how to identify notes in different blends.
Online engagement increased by 230%, with blend-focused posts outperforming generic lifestyle content.
E-commerce sales rose 40%, driven by customers attracted to blend-specific product pages.
Wholesale orders expanded by 25%, as retailers appreciated the distinctive story-led packaging.
Brand recall in surveys improved by 3.5x, with customers naming blends unprompted.
CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.
If you’re an investor seeking momentum for your portfolio brands, this Case Study Post I wrote could interest you: “How a Green Founder Went from Liability to Asset for Investors.“
And if you’re a solo expert looking to sharpen traction, this Case Study Post I worked on may resonate: “When a Scholar’s Depth Shrunk to a Footnote for Easy Grades.“
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