Helping coffee leaders

build
irresistible
brands

From brand positioning and product innovation to go-to-market strategy

Black sheep helps brands
DIFFERENTIATE and SCALE

Trusted by CEOs, VPs, and Directors across food & beverage.

BUILDING A BRAND IN A CROWDED MARKET?

UNSURE HOW TO LAUNCH OR EXTEND A PRODUCT LINE?

OFF-COURSE WITH STAGNANT GROWTH?

BUILDING A BRAND IN A CROWDED MARKET? UNSURE HOW TO LAUNCH OR EXTEND A PRODUCT LINE? OFF-COURSE WITH STAGNANT GROWTH?

Cut through the noise with clear brand positioning.

Build product lines designed to grow, not just launch.

Realign your positioning with how today’s consumers choose.

TRUSTED BY INDUSTRY LEADERS

"Darleen was a key and collaborative consultant for the Chobani Oat Milk launch. Her deep expertise in specialty positioning was instrumental in our successful focus on top U.S. coffee shops."

— Rosalyn Emerson, Channel Marketing Director of Chobani

“Darleen has clarity of insight, demonstrated in her Barbax work, quickly absorbing our rambling efforts and elevating the essential brand promise with actionable language. Like a hammer, she nailed it.”

- Laura Sommers, President & CEO of Barbax

"Darleen offers an eclectic package of experience, contacts, and enthusiasm that I sorely needed, bringing 20+ years as a coffee professional with a keen eye for brand positioning and marketing."

— Craig Bailey, CEO of FoamAroma

"Darleen is an incredibly talented food innovation expert. She's highly productive and always takes whatever steps are needed to get the work done."

— Louis Kanganis, Former COO of Taylor Lane Organic Coffee

"Darleen's deep coffee industry knowledge was invaluable as I took over Laughing Cat. As a solo business owner scaling up a legacy brand, her guidance went beyond just creating a brand playbook—she became a true ally."

— Steven Horn, CEO of Laughing Cat Coffee

MEET THE FOUNDER, DARLEEN SCHERER

BRAND STRATEGIST | COFFEE ENTREPRENEUR

Recognized by:

I help coffee brands grow by applying my 20+ years of experience as both an entrepreneur and a Fortune 500–trained brand strategist. I've built and run specialty coffee businesses, guided brands through inflection points, and learned firsthand what it takes to win in one of the most unforgiving, crowded categories out there. This is an industry where quality and sustainability are no longer differentiators—they're table stakes. Every roaster claims them. The ones who win are the ones who move past surface-level claims and differentiate through clarity, focus, and positioning that actually drives growth. That's the work I do, and coffee is the only place I do it.

INDUSTRY CREDENTIALS:

Specialty Coffee Association
Presenter + Panelist, Former USBC Sensory Judge

Coffee Quality Institute
Arabica Q Grader

Coffee Fest
Presenter + Panelist

Coffee Roasters Guild
Former Executive Council Member

MEET THE TEAM

STEVE BOWDEN

DESIGN
Steve is a multidisciplinary artist and designer who merges traditional craft with emerging technology, creating thoughtful objects and experiences for innovative brands. He holds an MFA from Cranbrook Academy of Art.

ABOUT STEVE
BETH FULLER

PHOTOGRAPHY
Beth is a food and lifestyle photographer who brings brands to life through compelling visual storytelling, blending artistic vision with technical mastery in every shot.

ABOUT BETH
LARRY JONES

SALES
Larry is a seasoned coffee industry executive specializing in business development and sales growth, with extensive experience building successful partnerships at premium coffee brands.

ABOUT LARRY

Cut through the noise with a clear, strategic brand BLUEPRINT.

Running a coffee business is tough. In crowded markets, it’s easy to lose clarity on what truly sets you apart. Black Sheep helps you define your role, sharpen your strategy, and build for sustainable growth, not survival.

a brand Designed to scale

Define your positioning, mission, and vision—then translate that clarity into a value proposition, personality, and voice.

Every element aligns with how your customer actually chooses, buys, and stays loyal.

THE PROCESS
Highlight market research: Identify consumer trends in coffee that matter to your brand
Analyze competitors: Research and evaluate the main players in your market, SWOT analysis
Identify the white space: Recognize areas for opportunity and growth for your brand
Define target audience(s): Identify specific customer segments to focus on
Craft value proposition: Articulate unique benefits for your target audience
Write mission/vision: Define the purpose and aspirational future of your brand
Develop audience personas: Create detailed profiles of ideal customers
Establish brand positioning/voice: Define your brand's market position and communication style
Differentiate your brand: Write your unique selling proposition (USP) for marketing and sales
THE PROCESS
Identify products: Determine your core and innovative coffee products to launch, referencing the competitive landscape
Select partners: Choose trusted co-packing manufacturers for production
Plan financials: Establish timeline, budget, and cost of goods
Refine and prepare: Optimize formulations and strategize for market entry
Launch and scale: Execute controlled rollouts and scale production based on market response
THE PROCESS
Craft origin story: Develop a compelling narrative about your brand's beginnings
Set design direction: Develop mood boards for overall aesthetic
Create logo options: Design logos capturing brand personality
Develop packaging design: Create appealing, functional packaging reflecting your brand identity
Establish usage rules: Create guidelines for logo, typography, and visual elements
Apply across touchpoints: Implement cohesive design across all brand materials
Plan structure/UX: Organize content and layout for optimal experience
Implement CMS: Choose and integrate your content management system
Launch and train: Deploy your website and provide maintenance instructions
THE PROCESS
Conduct market research: Analyze local preferences and industry trends
Develop offerings and pricing: Create appealing, profitable menu reflecting brand identity
Test and refine: Gather feedback and optimize menu items
Plan seasonal rotations: Strategize for periodic menu updates and specials
Prepare handoff: Create drink standards and training manual for staff
THE PROCESS
Define objectives: Establish clear, measurable goals that drive revenue growth - from enterprise KPIs to consumer conversion metrics
Craft messaging: Develop powerful content that converts prospects - addressing business challenges or creating emotional connections
Optimize channels: Identify the highest-performing platforms - thought leadership channels for decision-makers, engagement platforms for consumers
Allocate budget: Invest resources where they generate the greatest returns - strategic for long cycles, tactical for quick conversions
Target customers: Identify ideal prospects with the highest lifetime value potential - companies ready to scale, consumers ready to engage
Implement sales approaches: Design customized strategies - consultative for complex solutions, streamlined for consumer purchasing
Orchestrate sales channels: Create the perfect blend of sales pathways - field teams and partners for enterprises, digital and retail for consumers
Establish pricing: Balance competitive positioning with healthy margins - value-based for corporations, transparent for individuals
THE PROCESS
Analyze workflow: Map efficient processes for staff movement and service flow
Position equipment: Arrange equipment for optimal staff efficiency
Design interaction: Create layouts fostering engagement during order and service
Optimize queues: Implement systems for smooth customer flow and reduced wait times
Align brand: Ensure design reflects company values and identity
Select materials: Plan layouts with durable, brand-relevant materials
Design lighting: Create appropriate ambiance and diverse seating options
Establish decor: Add brand-enhancing artwork and decorative elements