Spencer C. Higgs
Digital, Creative and Performance Marketing
Industrial Grind — Coffee Shop & Roasters
Packaging & Product Descriptions
Industrial Grind Coffee is a proudly independent, woman veteran-owned coffee shop and roaster with three locations scattered across San Diego. Their third shop, nestled along Hillcrest's vibrant University Avenue, needed a branding revamp to draw customers from the panoply of other four- and five-star competitors nearby. More importantly, Industrial Grind needed to keep them coming back for more.
After guiding the owners through experiential interior design concepts, my focus turned to crafting irresistible product descriptions for their flagship coffee blends. For total brand consistency, the copywriting had to match the new look and feel of their shop. The result was an unapologetically bold, albeit inviting brand voice, completely unique amidst the two dozen or so nearby competitors. They loved it. And — most importantly — their customers did, too.
Project /
Product Descriptions
Objective /
Develop an engaging voice & persona that connects with modern lifestyles and multiple demographics.
Roles /
Branding strategist,
Sr. Copywriter
​
Agency /
MAD Group​​
​
Year /
2017
Industrial Grind Coffee, Hillcrest, San Diego, CA
Competitive Research / Product & Market Research / Product Copywriting
Key Challenges /
Craft a unique, original brand voice
Standout in a fiercely competitive market
Unify messaging with interior design for a consistent client experience
Key Competitors /
Lestat's
Starbucks
Heartwork Coffee Bar
Communal Coffee
Pappalecco
... about a dozen more nearby
Key Target Markets /
Local Residents
LGBT Community
Business Lunch Crowd
Students
Weekend Farmer's Market Visitors
​
Product Descriptions /
Chief Blend
Look. Coffee ain't cake. Coffee's tough. Throw a few 150-lb bean bags around all day, labor in the steam of a 400º roaster—you’ll see what we mean. Do all that and still emerge bold and beautiful… well then, you know what it takes to be our Chief Blend.
Product Descriptions /
Callie Blend
​
Callie Blend isn't the kind of cup you bring home to Mom. No, you keep her smooth coffee seduction to yourself. An exotic melange of refreshing Brazilian and Ethiopian flavor, you’re going to discover a bright body with balanced tones and a clean finish. Watch your dainty hands, she’s hot.
Product Descriptions /
Master Blend
​
If you were wearing bootstraps right now, Master Blend would pick you up by them. It’s the morning coffee you dream about the night before. Its flavor profile reads like a decadent dessert: sweet citrus, brown sugar, chocolate finish. But don’t take our word for it—sip for yourself.
Thank you, Spencer! Love these! They're Perfect.
- Crystal Jones, Industrial Grind
Creative product descriptions are an excellent way to connect with shoppers. They add personality and value to your brand, creating lovability and customer loyalty.