Los Angeles, CA — Black Sheep, the coffee consultancy led by industry veteran Darleen Scherer, is set to unveil FoamAroma‘s comprehensive brand evolution at CoffeeFest LA. This strategic relaunch aims to reinvigorate the decade-old lid company, address steady but stagnant sales, and strengthen its position in the specialty coffee market.
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Revolutionizing the To-Go Coffee Experience
Under Black Sheep’s guidance, FoamAroma has undergone a transformative rebranding process. The company, now aptly dubbed “The Un-Lid,” has refined its brand position, voice, and unique selling points to better resonate with specialty coffee retailers and discerning consumers.
“We’ve tapped into the essence of what makes FoamAroma unique,” says Darleen Scherer, founder of Black Sheep. “Our updated messaging speaks directly to specialty coffee retailers: ‘A Better Coffee Experience. Introducing the Un-Lid.'”
Engineering Meets Supertasting: The FoamAroma Story
At the heart of FoamAroma’s rebirth is its origin story. Craig Bailey, the founder, is now prominently featured as “a coffee-loving engineer who just happens to be a supertaster.” This unique combination of skills drove Bailey to develop a lid that preserves aroma, flavor, and mouthfeel – elements often lost in traditional to-go cups.
Brand Values and Unique Selling Points
The rebranding effort defined FoamAroma’s core values:
- INNOVATIVE DESIGN
- CUSTOMER-CENTRICITY
- PRECISION ENGINEERING
Industry Endorsement and Target Audience
The reimagined FoamAroma has already garnered praise from industry leaders. Onyx Coffee Lab, known for its commitment to quality, has switched to FoamAroma lids, stating, “Every drink we serve is an experience, and taking it to-go shouldn’t change that. From the geometry of the sipping spout to the clever aromatic hole in the center, this lid helps us curate our patrons’ experience long after they exit our doors.”
Black Sheep has positioned FoamAroma to appeal primarily to multi-location specialty coffee roasters and third-wave coffee bars, with a secondary focus on discerning coffee enthusiasts.
A Cohesive Brand Identity
The rebranding extends beyond messaging to encompass a new logo, website, and comprehensive marketing materials. The brand voice has been crafted to blend expertise with approachability, aiming for a confident yet unpretentious tone, witty yet substantive.
“Your customers deserve a better to-go coffee experience, one that mimics the experience of drinking from a mug,” is now a central message in FoamAroma’s communication with retailers.
Looking Ahead: CoffeeFest LA
The relaunch coincides with CoffeeFest LA, where Craig Bailey will be meeting with distributors and coffee bar owners. As part of the event, Bailey will conduct comparative sensory evaluations, inviting attendees to experience the difference between FoamAroma and conventional lids through blind taste tests. This hands-on demonstration aims to showcase the tangible benefits of the Un-Lid’s innovative design.
For more information, visit www.foamaroma.com or contact Black Sheep.
About Black Sheep Coffee Collab
Black Sheep, led by industry veteran Darleen Scherer, is a leading coffee consultancy known for its innovative approaches to brand positioning and product development in the specialty coffee sector.
About FoamAroma
FoamAroma is the brainchild of Craig Bailey, an engineer and supertaster who set out to revolutionize the to-go coffee experience. With its unique design features, FoamAroma preserves the sensory qualities of coffee, bringing the café experience to coffee lovers wherever they go.
Contact: Darleen Scherer, darleen@blacksheepcollab.coffee
To learn more about Black Sheep, visit: https://www.blacksheepcollab.coffee
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