Common Name
Marketing with meaning — coffee communication that respects truth and people.
Available spots
About This Course
Common Name is a course on coffee marketing according to The Better Coffee Standard. It teaches how to present a coffee — and the people behind it — with clarity, honesty, and care. This is not a course against logos or design. It is a course about what they mean, how they’re perceived, and how to build communication that reflects real values. We explore how stories, visuals, and language influence trust, transparency, and the way customers see coffee. You will learn to translate ethics into visibility — to show dignity, not decoration. From product storytelling to social media tone, from packaging choices to public communication, Common Name helps you find a voice that feels authentic and responsible. This course is built for coffee professionals at every stage — producers, roasters, bar managers, educators, and NGOs — anyone who wants to connect communication with conscience and make marketing part of systemic change. In-person, you will join 3 full days of creative workshops, case studies, and group sessions focused on brand clarity, ethics, and audience understanding. Online, you will join five 3.5-hour live sessions with real-time translation, assignments, and collaborative dialogue. 👉 Pricing Online: Sustainable €500 | Group Sustainable €450 | Solidarity €0–300 | Supporter: Sustainable + €300 In-person: Sustainable €720 | Group Sustainable €650 | Solidarity €100–500 | Supporter: Sustainable + €300 If you want your coffee story to reflect your values — reserve your spot today.