How DWCoffee took on a life of its own ...
This year DWCoffee – a regular gift for our clients and friends – pays tribute to DWCo. Director of Naps, Toby.
First things first: Derek and I shouldn't be drinking coffee. Shelly is better at self-regulating, so she can drink all the coffee she wants.
I had to give up caffeine when I was a marketing AVP at Texas Wesleyan because our team kept roasting me for me non-stop leg-shaking. Derek can barely think straight after more than one cup of coffee.
But how could you live in Jacksonville and not drink coffee? It's brewing every morning in Murray Hill at Community Loaves, Vagabond Coffee, the Flamingo and Maple Street Biscuit Company, where you can step outside with a paper cup in your hand and smell joe roasting at the century-plus Maxwell House plant downtown.
Our friend Ben Johnson and his crew at Martin Coffee are not far from Maxwell House. He's working in a shop that his grandparents’ hard work and pride turned into a thriving coffee business – long before "craft coffee" was a thing. We got to learn about Ben as a fellow board member at the Downtown Council of the JAX Chamber – and we weren't surprised to find out a lot of other people had noticed the powerful brand he's been building, too.
Last year Ben mentioned at a meeting that he was testing printing private label coffee brands – and we jumped at the chance to be in the beta group. Thus, the 2021 edition of DWCoffee was born. We delivered about 30 bags to clients and friends, and we were surprised by the response. People really enjoyed the mild flavor and thought the idea was simple and clever.
DWCoffee: Year 1
We wanted to grow the DWCoffee brand extension this year, so we asked Creative Director Shelly Jackman to create original artwork of one of our favorite subjects – DWCo. Director of Naps, Toby.
Toby is a serious subject, and we were all very opinionated about his likeness. He had to be chill, but on the move. He needed to be on the team, but still independent.
And most of all he needed to be absolutely shredding some waves.
We're proud to offer this 2022 edition of DWCoffee. What started as a fun way to thank our clients has taken on a life of its own. In that spirit, we'd love your feedback as we plan the '23 edition.