The Greatest Story Ever Sipped: Maverick and Farmer

Who is Maverick & Farmer?

Maverick & Farmer is not just another coffee brand—it’s an artisanal coffee experience rooted in India’s coffee heritage. Founded by coffee innovators, the brand experiments with coffee-making while staying true to the ethos of traditional brewing.

With a 140-acre farm, a Q Grader in Ashish, and a passion for pushing coffee boundaries, Maverick & Farmer aims to redefine how India experiences specialty coffee.

Challenges Faced by Maverick & Farmer

Despite having high-quality products and deep coffee expertise, Maverick & Farmer faced a few key challenges:

• Brand Recognition: They were well-known within niche coffee circles but had limited reach beyond that.

• Engagement & Community: The brand lacked an engaged digital community of coffee enthusiasts.

• Sales & Event Turnout: While they had fantastic coffee and unique offerings, they needed better event marketing and digital strategies to drive ticket sales and online revenue.

• Positioning: Ashish, a certified Q Grader, needed to be positioned as a leading voice in Indian specialty coffee.

• Content Consistency: The brand lacked a distinct visual identity and voice that people could instantly recognize.

Our Strategy & Initiatives

To establish Maverick & Farmer as a formidable Indian coffee brand and create an engaged community, Brownie Media took a multi-pronged approach:

Building Brand Identity & Recognition

• We introduced Maverick Mondays, a weekly content series featuring Ashish, where he shares coffee insights, humour, and experiments.

• Developed a consistent brand mood—a distinctive aesthetic that made every Maverick & Farmer post instantly recognizable.

• Launched Friends of the Farmer, an estate visit content series showcasing their 140-acre farm, offering behind-the-scenes coffee-making insights.

Events & Performance Marketing

• We implemented performance marketing strategies for event promotions.

• Provided full event coverage & content production for key events like Harvest Festival 2024, ensuring an immersive digital experience for attendees.

• The result? Sold-out tickets for Harvest Festival 2024, establishing Maverick as a must-attend experience for coffee lovers.

Establishing a Quirky & Funny Brand Personality

The owners wanted Maverick & Farmer to stand out with a quirky and humorous personality. To bring this vision to life:

• We implemented humorous and playful content across social media to reinforce the brand’s light-hearted and fun approach to coffee.

• Created funny reels and engaging short-form videos, making coffee education entertaining rather than intimidating.

Email Marketing & Sales Growth

• We set up a nurturing email list, helping Maverick connect with its audience beyond social media.

• Implemented email newsletters to educate, engage, and offer exclusive coffee insights.

• Deployed promotional email campaigns that achieved a 6% order rate per email sent, driving direct sales.

The Results

The strategic content, marketing, and community-building efforts led to massive growth in just six months:

• Instagram Growth: 8.2K to 616K accounts reached organically.

• 800K impressions on just Instagram and more on other platforms.

• Effortless Promotion of New Cafés & Dishes: Every new café launch or dish introduction saw instant traction due to an engaged audience.

• Community Development: Maverick & Farmer now has a strong coffee-loving community that actively engages with their content.

• Ashish's Influence: Thanks to Maverick Mondays, Ashish has become a recognized face in the Indian coffee industry, with people stopping him on the street to talk about coffee.

The Future

With a strong digital presence and engaged community, the next step is expanding Maverick & Farmer’s brand through long-form content. We are launching a video podcast series with their founders on YouTube by Q2 2025, diving deeper into coffee culture, interviews, and brand storytelling.

Conclusion

Maverick & Farmer’s journey from a niche coffee brand to an industry leader showcases the power of a well-crafted content strategy, performance marketing, and brand storytelling. Through our efforts, they have become more than just a coffee brand—they are now a movement in India’s specialty coffee space!