Influx

Many brands don’t seem to want smarter customers, they are afraid all that extra effort will simply go to waste or benefit a competitor, not so Intelligentsia Coffee, a small chain who operate a “lab” in New York dedicated to helping people learn more about coffee.

The brand offers classes for baristas, coffee and food pairing, home brewing, milk steaming and latte art, cupping, espresso and brewed coffee tasting.

If your brand was to educate people, what would it teach them?

Posted by Ed Cotton