From Bikes to Brews: Creating a Coffee Brand That Stands Out from the Competition

Abstract

Northern Coffeeworks is a coffee shop and roastery located in South Minneapolis. They were established in 2017, but really found their stride in 2021. Now in 2023, they are known as a specialty coffee shop with an environment focused mission and cabin feel to their space. They spent this past spring workshopping their mission, vision and values, and the entire staff was excited to see it all come together. Northern Coffeeworks is a privately owned business with several sibling businesses, Angry Catfish, Mend Provisions, and Wilde Bicycle Co. Northern Coffeeworks grew out of Angry Catfish to join its siblings in a handful of successful and nature forward business ventures. While Northern Coffeeworks has a bright future and a great staff that want to see it succeed and grow, they are being held back by their situation. Northern Coffeeworks’ brand, reputation, and values are not separate from their sibling business, Angry Catfish, and this creates confusion for their stakeholders. As they look to their future, Northern Coffeeworks will need to establish their brand and connect with their community.