Brewing Brands: Lessons from the London Coffee Festival
3 minute read…
There’s something about the London Coffee Festival that just hits different. I visited a couple of years back on a weekend - it was a real vibe. This time, I swung by on a trade pass midweek, and honestly? Still buzzing. The vibe there is unmatched.
We all know coffee culture is booming. At Unfound, it’s stitched into our daily rhythm - the spaces we work from, the brews we sip. But seeing the full ecosystem under one roof? It sharpens your perspective. You clock just how fiercely brands are competing for shelf space, attention, and affection. Here are some things that were front of mind as I left Shoreditch.
Brand Matters — And It Shows
What stood out? a) There’s some seriously slick branding in the space, and b) It’s not really optional. To show up well in this world, you’ve got to lead with a strong brand story. Some standouts included:
Earl Coffee - doing a stellar job of world-building, with that staff, uniform and visuals
Origin - delivering pared-back storytelling that let their product quality speak loud and clear (gotta be one of the best flat whites in LDN).
Minor Figures - pulled off another curveball with what I believe was powdered oat milk (yes, really) named ‘Atomised + Hyper Oat’ - disruptive, irreverent, unmistakably them.
Beyond the Bean
One floor, the non-coffee zone, really got us thinking. Supplements, alt-milks, health drinks & more - proof that coffee culture spans lifestyles, and is not a siloed category. A couple standouts included:
XOXO - (probiotic soda) made a big impression – think kombucha, but cooler. One headline read “Hard to understand, easy to drink” nailed it. Great taste always wins.
Oatly - leaned hard into an urban, experiential feel with ‘Oatly on the rocks’. Ice, funk, and playful blends - a nod to the experimental menus we’re seeing pop up more and more (especially across the Atlantic). They activated this across Shoreditch, tapping into more than just the festival.
Flat Whites & Future Thinking
London Coffee Festival is always a goer (anywhere with unlimited Flat white how my vote). But underneath the caffeine high, these events are powerful litmus tests. You get to see an industry compressed into one room, every brand jostling to make their mark.
Our takeaways?
Playfulness is up - the category is loosening its collar.
Innovation is constant - especially in formats and function.
(And if your product doesn’t work as a sample at a trade show, you might be in trouble.)
We left inspired, alert, and just a little over-caffeinated - with ideas buzzing for how we can support the next wave of standout brands.
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