How Coffee Fuels Great Brands

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How Brands Are Using Coffee to Connect With Customers

Coffee is everywhere. In our kitchens, commutes, catchups. But lately, I’ve been noticing something deeper- coffee isn’t just in business, it is in fact shaping it. Not just cafés or baristas but brands you wouldn’t associate with coffee at first. Brands that build motorcycles, watches, or racing teams. Yet in all three examples, coffee isn’t a backdrop, it’s part of the brand identity.

That is what is fascinating.

The Common Brew

I recently came across three very different examples:

A legendary motorcycle brand that opened a café to reach new riders- Harley Davidson.
A watch company that designs timepieces inspired by espresso machines- Brew Watch Co.
A Toronto-based cycling hub that’s both a café and a team- Jet Fuel Coffee.

Different products. Different industries. However, the coffee connection felt more intentional than a coincidence.

1. Coffee Lowers Barriers

No one drinks coffee in a hurry. Even if we’re rushing, the act itself feels calming. It’s familiar, comforting, welcoming. So, when Harley Davidson used coffee as part of their identity, they’re often doing more than selling caffeine. They are inviting people in for something more.

For a brand like Harley-Davidson, known for loud engines and bold identities opening a café wasn’t about serving the perfect macchiato. It was about building a bridge to younger urban riders. Making the brand less intimidating. More human.

2. Coffee Is Cultural Code

Coffee isn’t just a drink. It’s a language.

When Brew Watch Co. designs timepieces inspired by espresso machines, it’s not selling coffee. They are aligning with a philosophy, savoring time, appreciating craft and embracing pause. That’s powerful branding. Not flashy. Not loud. Just quietly resonant with a specific kind of customer who values ritual over rush. Brew found an audience who doesn’t want a power watch. They want a coffee watch. One that reflects who they are before 9 a.m.—and maybe who they aspire to be all day.

3. Coffee Builds Community—For Real

Then there’s Jet Fuel Coffee in Toronto—a cycling café that’s more than a pit stop. It’s a hub. A launchpad for national champions. A sponsor for local riders. A place where community isn’t a brand value it’s a lived experience. And coffee? It’s the glue. It’s what brings everyone together before a ride, after a race, or just because it’s Tuesday. You don’t need an app. Or a loyalty card. Just show up.

Jet Fuel isn’t using coffee to market itself. Coffee is the community. And in today’s fragmented world, that kind of grounded, shared space is rare—and beautiful.

Final Sip

I think we’re in an era where brands don’t just need visibility they need relatability. And coffee helps them get there. It’s warm. Familiar. It doesn’t pitch. It offers.

That’s what I’ve been observing lately, how coffee shows up in unexpected places, and how brands use it not just to sell, but to belong.

Because whether you're riding a Harley, wearing a Brew, or racing from Jet Fuel…

You’re still pausing for a cup of coffee!

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