In the highly competitive coffee landscape, branding is everything. It’s always been a key differentiating factor for specialty coffee roasters, but against a backdrop of rising inflation and business costs, market competition has intensified.
Businesses must assert their unique selling points and discern themselves through engaging storytelling, constant innovation, and dynamic pricing. Otherwise, they risk losing out to an ever-growing number of competitors.
Building a solid brand identity is a lengthy yet rewarding process. By investing in local communities and catering to the needs of the domestic market, roasters can leverage their success to expand regionally or even internationally. From here, they can appeal to a much wider audience, building on previous accomplishments and bolstering brand awareness.
To learn more about this journey for coffee roasters, I spoke to Camel Step’s CEO, Abdullatif Alwshigry, Marketing Director, Mohammed Al Faify, and Head of Design & Development, Faris Alosaimi.
You may also like our article on how to start a career in coffee roasting.
Why brand building is key to staying competitive
A successful roaster is nothing without strong branding. According to a recent Perfect Daily Grind poll, more than half of respondents said a consistent brand identity was the most important factor in building a coffee business.
On top of sourcing high-quality coffee (which almost a quarter of people said was the most pertinent factor), specialty coffee roasters must develop clearly defined missions, visions, and values. Once established, companies need to communicate them in their physical and digital marketing to customers and stakeholders, also ensuring staff are fully aligned on these concepts.
Through this, roasters can achieve coherent branding, helping them develop a loyal customer base to navigate challenging market conditions.
In recent years, increasing costs and heightened competition have called for more frequent reinvention that keeps businesses relevant. Rebrands and brand refreshes have emerged as a strategic response to the growing demand for differentiation, allowing roasters to modernise, stay ahead of trends, and retain consumer trust.
But effective branding is also an ongoing process
Brand building doesn’t stop once a roaster has cemented its position in the market; it’s a process that requires companies to reaffirm their value proposition and reshift their focus continuously. After establishing operations in one market, a roaster looking to scale is likely to seek out opportunities further afield.
A coffee brand’s decision to expand into other markets beyond its local region often stems from a desire to share a unique value proposition on a larger scale. Expanding its reach allows roasters to diversify their audience, reach untapped markets, and build resilience against fluctuations in their respective country.
They amplify their visibility, foster consumer loyalty across different demographics, and increase their revenue streams. Scaling into new markets also helps position roasters as thought leaders and innovators in the global industry.
“For Camel Step, our expansion strategy is closely aligned with our brand personality, enabling us to take significant steps across diverse geographical regions and maintain our leadership in the coffee industry,” says Abdullatif Alwshigry. He is the CEO of Camel Step, which celebrated its tenth anniversary in 2024. “By entering new markets, we elevated the perception of Saudi coffee while creating a broader platform for collaboration, innovation, and community building.
“The decision to expand was rooted in our vision to share the rich heritage of Saudi coffee culture with the world while setting global standards for specialty coffee,” he adds.
Overcoming barriers
The process, however, is not without its challenges. It requires a solid business model and an in-depth understanding of various factors that play a critical role in success or failure.
“Key considerations for coffee roasters looking to expand into new regions include understanding the market dynamics as each one will have unique preferences, cultural nuances, and regulatory landscapes,” says Mohammed Al Faify. He is the managing director for the Saudi Arabian specialty coffee roaster. The brand’s name was chosen to reflect the steady, deliberate progress of the camel – a symbol of resilience and cultural pride for Saudi Arabia.
“Operational scalability is another, as new territories will need systems that can maintain quality and consistency across locations, and you need to maintain brand authenticity even while adapting to new cultures,” he adds.
With expansion comes an increased demand for coffee, requiring not just roasting operations to scale but also for logistics and supply chains to be optimised.
The new territories that a roaster expands into may have different cultural and taste preferences, requiring it to be culturally sensitive and understand the nuances of local values to build a meaningful relationship and connection with consumers.
“We addressed the usual challenges of supply chain optimisation, sustainability, and cultural sensitivity by centralising production, building strategic partnerships, and embedding sustainability into all of our operations,” Abdullatif tells me.
Additionally, Camel Step offers consulting services and has helped several companies expand and open new locations in different regional markets, leveraging its expertise in the Gulf region.
Consistency across the board
Whether roasters choose to stay in their domestic markets or expand into regional and international territories, brand identity needs to be cohesive across all aspects of the business – both digital and physical.
The design of every store, for instance, should be consistent and in line with the brand’s values. From furniture to colour palettes to textures, every aspect of shop design must represent the roaster’s unique identity and communicate its story, allowing customers to build a strong connection with the brand.
“Our design philosophy is rooted in three principles. The first is connection. We design spaces that connect people to their environment, culture, and community,” says Faris Alosaimi, the Head of Design & Development at Camel Step. Last year, the roaster celebrated a milestone with over 15 outlets, including its first international location in Dubai.
“The second principle is sustainability. We are committed to creating spaces that honour both the planet and local craftsmanship, using natural and locally sourced materials,” he adds. “This approach not only ensures the authenticity of our spaces but also supports local economies and artisanry.”
This can help strengthen consumer loyalty and trust when expanding into different markets, forging closer connections with customers and local partners.
“The third principle is excellence; we strive for timeless designs that elevate the coffee experience while reflecting our commitment to quality,” Faris adds.
Retaining a fresh, ageless design concept can help brands to be modern and relevant – provided they also take the opportunity to demonstrate their values and ethos.
Leveraging community is essential to building a brand
For any coffee roaster to thrive, building a community is critical, irrespective of whether they choose to expand into new markets or not. Tapping into local communities’ needs and demands ensures that the brand resonates with diverse audiences and creates a shared sense of belonging, increasing the chances of its longevity.
“For coffee brands, investing in community fosters loyalty, leverages word-of-mouth marketing, and provides a feedback loop for innovation,” Mohammed explains. “A well-developed community also positions the brand as a cultural bridge, connecting people through shared coffee experiences and values.”
By combining high-quality coffee with authentic storytelling, roasters like Camel Step can develop brand identities that resonate both locally and internationally – feeding into different communities’ preferences. The company’s strategic investments in research and development have led to new sustainability initiatives like its “Bee’ah” programme, which reduces environmental impact by turning coffee waste into fertilisers, building materials, and other recycled consumer products.
Without genuine collaborations with global and local partners, these initiatives would be logistically challenging to implement.
Preparing for further growth
As market competitiveness increases and the need to differentiate intensifies, roasters may look for future opportunities to grow their businesses. While expanding into international markets is a common choice, product innovation and wholesale distribution are equally as effective.
“First, focus on embedding scalability; operational systems should be built to support growth without compromising quality,” Mohammed says. “Second, prioritise fostering local connections. Partnering with local businesses and communities ensures sustainable and meaningful expansion.”
As part of its 2025-27 strategy, Camel Step is seeking to expand its presence in Asian and European markets while preserving its Saudi identity. The roaster will also develop new offerings, including office-specific coffee solutions, and scale the “Bee’ah” initiative to align with global sustainability goals.
“And lastly, leverage digital platforms. E-commerce and social media can bridge the gap between physical locations and global audiences,” Mohammed adds.
From the beginning, every roaster needs to develop solid branding, reflected in its marketing, communications, and company culture. This process doesn’t end here, however, as businesses strive to compete and stay relevant in an increasingly saturated market.
Expanding into regional and international territories can help roasters capture more market share. Still, they need to strike a balance between retaining an authentic identity and catering to the needs of different demographics.
Enjoyed this? Then read our article on how roasters can attract new wholesale customers.
Photo credits: Camel Step
Perfect Daily Grind
Please note: Camel Step is a sponsor of Perfect Daily Grind.
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