Coffee has become a way of life for many innovators and professionals. Beyond the daily ritual, coffee is a social affair, a practice of mindfulness, even a wellness experience. From sustainable sourcing to specialty coffee, new consumer values are changing trends in coffee culture. As a result, the coffee business is thriving. Not even a pandemic could stop the coffee trade.

South Africa is witnessing the rise of local coffee blends and brands. One is Terbodore, roasted, blended and flavoured just below the mountains in Franschhoek. Fast Company asked owner Michael Macaskill how to grow a coffee brand that stands out.

GREAT LOGO

– You can’t miss the Great Dane depicted on Terbodore packaging and cups. The logo is complemented by bold, black text. In addition, Terbodore has a flagship store, Big Dog Café, where Terbodore fans are spoiled with the company’s cuisine and hospitality. To top it all, you can see the real Great Dane impressing coffee lovers from his couch.

BE VISIBLE

– There’s a standard packaging colour for most coffee brands, and it tends to be boring. Terbodore coffee packaging stands out among the line-up on the shelves. The blue, pink and bright mustard colours draw the attention of even the most uninformed coffee drinker.

APPLY DESIGN 

– The small design details tend to be ignored by many brands, though they often influence consumers. The Terbodore team understands the value of focusing on this. An example is the packaging, which allows you to open and close a Terbodore packet with ease. The feel of the packaging lets the consumer know there’s something inside that’s well taken care of.

BUILD FOR THE FUTURE 

– The Terbodore brand is built for the future. Currently, it exists in the form of coffee. However, there’s nothing stopping it from going beyond coffee. In the Big Dog Café, you get the sense that this brand is built on a strong design foundation.

“You can’t miss the Great Dane dog breed on Terbodore coffee cups and packaging… his name is Jack.”

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