The power of storytelling in coffee branding: What rugby can teach us
At Otter Labs, we believe great brands aren’t just built on products — they’re built on stories, and if there’s one place where storytelling truly thrives, it’s the world of rugby.
Just last week, we had the privilege of attending England vs Italy at Twickenham, witnessing the energy, passion, and deep-rooted traditions that make rugby more than just a game. It’s a sport fuelled by history, loyalty, and community—qualities that also lie at the heart of successful brands.
This weekend, as Wales and England prepare to clash in the next Six Nations fixture, we’re reminded that the strongest connections—whether in rugby or in business — are built on identity, authenticity, and a sense of belonging.
And that’s exactly why Rugga Coffee’s brand story is so powerful.
Rugga Coffee: Brewing a brand with purpose
Rugga Coffee isn’t just another coffee brand — it’s built around a cause that resonates deeply with its community. Rooted in the rugby world, Rugga Coffee was born out of a passion for the sport and a mission to support mental health initiatives.
The brand’s ethos ties back to the values we see on the pitch: teamwork, resilience, and looking out for each other. Their latest initiative, Rugga Coffee & Conversation, encourages grassroots rugby players to come together over a coffee, reinforcing the idea that mental health conversations don’t always need to happen over a beer.
Just like in rugby, loyalty plays a huge role in coffee culture—people don’t just buy coffee, they buy into the story behind it. And Rugga Coffee’s ability to connect its brand with a purpose is what sets it apart.
Ethical coffee, brand loyalty and the power of storytelling
In today’s world, brand loyalty is no longer just about product quality — it’s about shared values. Consumers are actively choosing brands that stand for something.
• Sourcing ethically: Rugga Coffee partners with the World Coffee Research Foundation, ensuring fair treatment of farmers and sustainable sourcing.
• Giving back to rugby: A percentage of every sale supports grassroots rugby clubs, keeping the sport alive at community level.
• Supporting mental health: Their work with LooseHeadz helps tackle mental health challenges in the rugby community.
For coffee lovers, buying from Rugga isn’t just about taste—it’s about making a difference. And that’s the kind of storytelling that builds lasting customer loyalty.
From Twickenham to your brand: What can businesses learn?
Just like rugby teams need a strong identity and a loyal fan base, coffee brands (or any brand, for that matter) need to:
• Craft a compelling story – What do you stand for?
• Create an emotional connection – How does your product make customers feel?
• Be consistent across touchpoints – Does your website, packaging, and marketing align with your mission?
• Engage your community – Are you fostering conversation and involvement?
If your brand feels like it’s blending in rather than standing out, refining your story, branding, and marketing strategy can change everything.
At Otter Labs, we specialise in helping businesses craft content strategies that truly connect.
If you’re ready to take your content game to the next level, let’s chat.
