About us

The Daily Coffee Club is an e-commerce brand that celebrates and supports the home coffee enthusiast. It embodies the persona of a knowledgeable and passionate mentor, acting as a "learner-teacher" that is approachable, nerdy about coffee, and encourages curiosity and experimentation. The brand's core values are knowledge, approachability, and passion, with a focus on empowering enthusiasts through education, community building, and celebrating the art and science of home coffee. It aims to create a community where enthusiasts can connect, share experiences, and improve their skills, fostering a sense of pride and identity in their craft.

Visually, the brand favors a clean, modern aesthetic with touches of warmth and craftsmanship, utilizing a minimalist lettermark logo, a color palette of deep rich brown, muted earthy green, and metallic copper, and a combination of technical sans-serif fonts with approachable serif or humanist sans-serif fonts. The brand's ideal customer is someone aged 25-45, often in a field requiring analysis or creativity, who values quality, community, learning, and control over their coffee preparation. This customer seeks high-quality beans and equipment, reliable information, and a supportive community to enhance their home coffee experience and master the art of brewing.