In a crowded and fast-moving coffee industry, the cafes that last are the ones that know who they are. They aren’t just serving great coffee. They’re building something deeper. As Jacob Ibarra, our co-founder, shares in this Fresh Cup article, brand identity is about more than a logo or a look. It’s about having a clear sense of purpose. “If you’re not intentional, you’ll start to take on whatever voice the culture gives you,” he says.
At Tenfold, we believe that clarity drives connection. From how we source and roast our specialty coffee to how we design our spaces and train our team, we aim to reflect our values of hospitality, integrity, and excellence. As a Houston coffee shop committed to meaningful coffee experiences, brand identity isn’t a side note. It is central to who we are.
If you care about building something that lasts in the world of coffee, Jacob’s insights are well worth your time.
READ THE ARTICLE