In Cape Town, coffee culture is a booming industry with coffee shops on every corner. Probably one of the most saturated industries; customers have more choice than ever when deciding how they live la vide mocha. Whether it’s a well-known coffee chain like Vide E or Seattle Coffee Company, or an artisanal brand like Bootlegger or Origin, there are plenty of options for every type of coffee drinker.
So, how did a small coffee shop and roastery like Truth Coffee get voted ‘Best in the World’ by the UK Telegraph? (https://www.telegraph.co.uk/food-and-drink/drinks/the-worlds-best-coffee-shops/)
Standing Out
Coffee is a commodity product. There are lots of brands, both big and small, that sell and make coffee. When making the purchasing decision, consumers will look at these options and make a decision based on something that sets a particular brand apart from the others. Different brands appeal to different target markets and ensure that what differentiates them is something that resonates with their target market. This in turn drives customer loyalty, which encourages repeat purchase based on more than the cost of the item.
Truth differentiated itself from its competitors by incorporating the unique design trend, steampunk, and using this ‘design meets coffee’ approach to every aspect of their brand. They also make really good coffee. They’re passionate about the roasting process and incorporate their somewhat philosophical view that coffee is ‘truth in a cup’.
According to http://www.dictionary.com, steampunk is a style of design and fashion that combines historical elements with anachronistic technological features inspired by science fiction. It is a combination of brass and gears tied together with gothic Victorian elements creating an instantly recognisable design styling that is prevalent throughout Truth and its various brand touch points.
Staying in Position
David Donde, the man behind Truth, was inspired by the look and design of the coffee roaster machine and how it reminded him of the steampunk style. Truth understands that coffee is an experience and that is what they are selling. There is nothing quite like the Truth Coffee Shop and every visitor who comes to Cape Town will need to jostle with the locals for a seat at this trendy spot. The funky baristas, retro-cool interior with their coffee roaster at centre stage and the almost alchemist way in which you can get your brew of choice is all part of the Truth experience. Truth has claimed pole position as the premium artisan coffee spot and roaster because everything they do is about living and loving their brand.
You can get a cup of coffee anywhere in Cape Town, but going to Truth Coffee gives the consumer the added value of going to a place that is highly regarded as one of the best in the world, thanks to its various awards. There is an element of exclusivity for customers who go to Truth and this adds to creating customer loyalty.
The Truth Manifesto
“Not all coffees are created equal. The streets are overflowing with watery brew and this taste-bud nightmare continues to exist because good people remain silent. No Longer! This travesty of coffee justice ends right here with this institution.”
Truth Coffee’s manifesto resonates with the growing coffee culture in Cape Town and globally. Truth understands that coffee is everywhere, but as much as it manages to be part of that culture, it also sets itself apart with its ability to link design and coffee into every part of their brand.
There is a possibility that in the future coffee might fall from grace and steampunk may be considered cliché or kitsch. Which brings us back to where we started. What’s so special about Truth Coffee? They own their product and their brand, down to every last detail. Their passion for coffee, design and their brand of Truth is part of the brand experience consumers buy and will continue to buy over and over again. It’s a unique and passionate coffee experience we can indulge in on our own or share with friends.
Truth strives to give you the joy of tasting the extraordinary. I think I’ll have a cup of that.
https://za.truth.coffee/
https://za.truth.coffee/blogs/news/the-importance-of-good-design-in-good-coffee
https://www.brandsouthafrica.com/south-africa-fast-facts/news-facts/telling-the-truth-about-coffee
https://adamastorbacchus.blogspot.co.za/2014/09/truth-coffee-launches-biofuel-powered_10.html
Michelle Matthee 