WOLFF WEEKLY VLOGG 005 | Penny Wolff talks Importance of Branding
Hi everybody, I’m Penny Wolff and I am the Creative Director across our multiple brands here at Wolff Coffee Roasters. Within our business we have three very distinct retail brands, which is really exciting. We have Dandelion & Driftwood, Queen of Pops and Big Bad Wolff Espresso Bar. A lot of people always ask me the question about branding: how did you come up with it? How did it evolve? How did you know what to do? All those important questions. What always comes back to me is branding sells.
Across our three brands we have very distinct looks, feels and customer service styles within those brands. The first one is Dandelion & Driftwood. This was created over six years ago. The key to Dandelion & Driftwood was a very clear mission - we wanted to create an environment which had an emphasis on old school service with modern technology, with lots of great equipment; sharing coffee and tea across many different single origins and blends.
The name Dandelion & Driftwood came about because a very dear friend of mine had an oil painting which had a dandelion on it. She always used to describe me as being the dandelion that was ready to float and be released. That was really special and important to us. But we felt it was a little bit too feminine, so we brought on board something a bit more masculine, which was the driftwood. So we started with the dandelion, introduced the driftwood - which is really important because it’s really about the journey of the piece of driftwood; it rolls up on the beach and it has a story. And this for us, within coffee, represents what coffee is about because coffee has a journey before it arrives to us. Hence, Dandelion & Driftwood, and the story was born.
If you walk through the doors of Dandelion & Driftwood you have a very distinct feeling of all sorts of old worldly things, delicate details, there’s always beautiful fresh flowers on the table. We have a service style which is really about finding out what the customer wants. So we’re about ‘what is is that you’d like in a coffee? What is it that you’d like in a tea?’ We then try and match to those flavours of what you’re actually after.
That experience is very different if you enter Queen of Pops. Queen of Pops came about because what we were really interested in doing was showcasing coffee in another element, in another way. So what we found during winter is your coffee sales are awesome - lots of people want hot beverages. That’s fabulous. Then come summer, lots of people are craving that caffeine hit, but they’re not always after something that’s hot. So we thought, let’s take Cold Brew a step further, let’s take Nitro a step further, let’s try and create something that’s actually a cold option that people can enjoy during the summer months, that’s actually frozen.
So we started our research for Queen of Pops. We really wanted to showcase single origin and blended specialty coffees in a frozen form. Queen of Pops is definitely that modern, innovative brand. So when you walk into Queen of Pops you get that feeling of “wow”. It’s a little bit edgy, it’s a little bit different. It’s got some quirky design elements going on in terms of the copper. The black and white is very clear. Then obviously enjoying your beverage or your pop in a different environment to Dandelion & Driftwood.
The third one which we’re now talking about, which is really exciting and I’m standing right in the midst of it at the moment is our Big Bad Wolff Espresso Bar. What’s really lovely about this retail brand, is it’s all about showcasing coffee with character. It’s a very different design look. Dandelion & Driftwood, as I mentioned, is about more traditional, more tea and coffee house feel. Queen of Pops is more of that modern, innovative touch. Here at Big Bad Wolff it’s got that industrial grunt to it. Everything that you see in Big Bad Wolff has that feeling of a bit stronger and chunkier. We’ve got the lovely wire elements intertwined with a little bit of marble, which is a little bit more finessed. So it’s a very different design look to the brand here at Big Bad Wolff. What’s really important is showcasing the coffee, which is all about coffee with character. Behind me this lovely mural you can see, which we’ve commissioned a lovely artist to do for us is all about delivering a platform that delivers coffee with character.
In summary, what’s really important is branding sells. Having a distinctive brand, that you can follow through on, and having very clear intentions with that brand, is very important in this day and age. In specialty coffee there’s lots of people doing lots of similar things. By having a strong brand behind you, it allows people to follow something that they truly believe in. So to tie it all in, know who your market is, know who your consumer is, have a strong brand, believe in that brand and really live to represent those brands