Helping coffee leaders
BUILD IRRESISTIBLE BRANDS
From brand positioning and product innovation to marketing and sales
BLACK SHEEP HELPS BRANDS
STAND OUTΒ AND GROWΒ
Trusted by CEOs, VPs, and Directors at leading coffee companies across the U.S.
STARTING A COFFEE BUSINESS IN A CROWDED MARKET?
UNSURE HOW TO LAUNCH YOUR NEW PRODUCT?
OFF-COURSE WITH STAGNANT SALES?
Cut through the noise with a clear, strategic brand playbook.
Stand out with a product line that grows your business.Β
Get back on track with positioning that resonates with todayβs consumers.
SEE WHAT PEOPLE ARE SAYING.
βDarleen offers an eclectic package of experience, contacts, and enthusiasm that I sorely needed, bringing 20+ years as a coffee professional with a keen eye for brand positioning and marketing."
-Β Craig Bailey, CEO of FoamAroma
CASE STUDYβDarleen was a key and collaborative consultant for the Chobani Oat Milk launch. Her deep expertise in specialty coffee positioning was instrumental in our successful focus on top U.S. coffee shops."
- Rosalyn Emerson, Channel Marketing Director of Chobani
βDarleen is an incredibly talented food innovation expert.
She's highly productive and always takes whatever steps are needed to get the work done.β
- Louis Kanganis, Former COO of Taylor Lane Organic Coffee
CASE STUDY"Darleen's deep coffee industry knowledge was invaluable as I took over Laughing Cat Coffee. As a solo business owner scaling up a legacy brand, her guidance went beyond just creating a brand playbookβshe became a true ally."
- Steven Horn, CEO of Laughing Cat Coffee
CASE STUDYMEET THE FOUNDER, DARLEEN SCHERER, BRAND STRATEGIST & COFFEE ENTREPRENEUR.
I help coffee brands grow by drawing on 20+ years of industry experience as both an entrepreneur and a marketer. Iβve built roasting companies, led brands through tough stretches, and understand firsthand what it takes to succeedβbecause Iβve been where you are.
RECOGNIZED BY:
INDUSTRY CREDENTIALS:
Specialty Coffee Association
Presenter + Panelist, Former USBC Sensory Judge
Coffee Quality Institute
Arabica Q Grader
Coffee Fest
Presenter + Panelist
Coffee Roasters Guild
Former Executive Council Member
MEET THE TEAM
STEVEΒ BOWDEN
DESIGN
Steve is a multidisciplinary artist and designer who merges traditional craft with emerging technology, creating thoughtful objects and experiences for innovative brands. He holds an MFA from Cranbrook Academy of Art.
BETH FULLER
PHOTOGRAPHY
Beth is a food and lifestyle photographer who brings brands to life through compelling visual storytelling, blending artistic vision with technical mastery in every shot.
LARRY JONES
SALES
Larry is a seasoned coffee industry executive specializing in business development and sales growth, with extensive experience building successful partnerships at premium coffee brands.
CUT THROUGH THE NOISE WITH A CLEAR, STRATEGIC PLAYBOOK.
Running a coffee business is tough. Between the daily grind and endless to-dos, itβs easy to forget what makes your offering unique. Thatβs where Black Sheep steps in. Weβll help you find your brandβs soul and build a strategy that keeps you thriving - not just surviving.
A PLAYBOOK THAT GUIDES YOU.Β
Define your competition, brand positioning, mission, and vision, then build out your value proposition, personality, and voice.
Every piece will align with your ideal customerβs needs, so your brand speaks directly to themβloud and clear.
BRAND POSITIONING
THE PROCESS
Highlight market research: We identify consumer trends in coffee that matter to your brand
Analyze competitors: We research and evaluate the main players in your market, SWOT analysis
Identify the white space: We recognize areas for opportunity and growth for your brand
Define target audience(s): We identify specific customer segments to focus on
Craft value proposition: We articulate unique benefits for your target audience
Write mission/vision: We define the purpose and aspirational future of your brand
Develop audience personas: We create detailed profiles of ideal customers
Establish brand positioning/voice: We define your brand's market position and communication style
Differentiate your brand: We write your unique selling proposition (USP) for marketing and sales
LOGO + PACKAGE + WEB DESIGN
THE PROCESS
Craft origin story: We develop a compelling narrative about your brand's beginnings
Set design direction: We develop mood boards for overall aesthetic
Create logo options: We design logos capturing brand personality
Develop packaging design: We create appealing, functional packaging reflecting your brand identity
Establish usage rules: We create guidelines for logo, typography, and visual elements
Apply across touchpoints: We implement cohesive design across all brand materials
Plan structure/UX: We organize content and layout for optimal experience
Implement CMS: We choose and integrate your content management system
Launch and train: We deploy your website and provide maintenance instructions
PRODUCT INNOVATION + DEVELOPMENT
THE PROCESS
Identify products: We determine your core and innovative coffee products to launch, referencing the competitive landscape
Select partners: We choose trusted co-packing manufacturers for production
Plan financials: We establish timeline, budget, and cost of goods
Refine and prepare: We optimize formulations and strategize for market entry
Launch and scale: We execute controlled rollouts and scale production based on market response
MARKETING + SALES STRATEGY
THE PROCESS
Define objectives: We establish clear, measurable goals that drive revenue growth - from enterprise KPIs to consumer conversion metrics
Craft messaging: We develop powerful content that converts prospects - addressing business challenges or creating emotional connections
Optimize channels: We identify the highest-performing platforms - thought leadership channels for decision-makers, engagement platforms for consumers
Allocate budget: We invest resources where they generate the greatest returns - strategic for long cycles, tactical for quick conversions
Target customers: We identify ideal prospects with the highest lifetime value potential - companies ready to scale, consumers ready to engage
Implement sales approaches: We design customized strategies - consultative for complex solutions, streamlined for consumer purchasing
Orchestrate sales channels: We create the perfect blend of sales pathways - field teams and partners for enterprises, digital and retail for consumers
Establish pricing: We balance competitive positioning with healthy margins - value-based for corporations, transparent for individuals
COFFEE BAR DESIGN + FLOW
THE PROCESS
Analyze workflow: We map efficient processes for staff movement and service flow
Position equipment: We arrange coffee-making equipment for optimal staff efficiency
Design interaction: We create layouts fostering engagement during order and service
Optimize queues: We implement systems for smooth customer flow and reduced wait times
Align brand: We ensure design reflects company values and identity
Select materials: We plan layouts with durable, brand-relevant materials
Design lighting: We create appropriate ambiance and diverse seating options
Establish decor: We add brand-enhancing artwork and decorative elements
MENU DEVELOPMENT
THE PROCESS
Conduct market research: Analyze local preferences and industry trends
Develop offerings and pricing: Create appealing, profitable menu reflecting brand identity
Test and refine: Gather feedback and optimize menu items
Plan seasonal rotations: Strategize for periodic menu updates and specials
Prepare handoff: Create drink standards and training manual for staff
READY TO ELEVATEΒ YOUR COFFEE BRAND?
Β
Itβs time for your coffee to stand out with clarity and purpose.Β
Step 1:
Send a quick message sharing your goals and challenges.
Step 2:
Darleen will reach out to schedule a personalized video session..Β
Step 3:
If it feels like the right fit, Darleen will walk you through how we collaborate to grow your brand with intention and impact.
BRAND WORK
PRODUCT INNOVATION + DEVELOPMENT | PACKAGE DESIGN
BRAND POSITIONING | LOGO + WEB DESIGN | MARKETING
PRODUCT INNOVATION + DEVELOPMENT | PACKAGE DESIGN
BRAND POSITIONING | LOGO + PACKAGE DESIGNΒ
BRAND POSITIONING | LOGO + PACKAGE DESIGN | MARKETING + SALES
PRODUCT INNOVATION + DEVELOPMENT
COFFEE BAR DESIGN
BRAND POSITIONING | LOGO + PACKAGE DESIGN
BRAND POSITIONING | LOGO + PACKAGE DESIGN | MARKETING + SALES
PRODUCT INNOVATION + DEVELOPMENT
COFFEE BAR DESIGN
PRODUCT INNOVATION + DEVELOPMENT
ROASTERY DESIGN
MARKETING
COFFEE BAR DESIGN
BRAND POSITIONING | LOGO + PACKAGE DESIGNΒ
COFFEE BAR DESIGN
