3 days
THE BETTER COFFEE CURRICULUM
Common Name
both
from $650
Linguistics, marketing studies, sociology, behavioral sciences, statistics and economics — the language, power, and systems behind how coffee is named, seen, sold, and understood.
HONEST MARKETING
Common Name is a course on coffee marketing — how to present a coffee and the people behind it with clarity, honesty, and care. Not a course against logos or design, but about what they mean, how they're perceived, and how to build communication that reflects real values. You will learn to translate ethics into visibility — to show dignity, not decoration. From product storytelling to packaging choices, Common Name helps you find a voice that is authentic and responsible.
HOW IT WORKS
Common Name runs in-person over 3 full days of creative workshops, case studies, and group sessions focused on brand clarity, ethics, and audience understanding. The online version follows the same structure — 3 sessions of 5 hours each, conducted in the language of the trainer, with practical exercises and collaborative assignments. Both formats deliver 15 hours of hands-on work together.
Sustainable €650 · Supporter €900
