Heritage coffee in every sip.

NOMAD.

Overview.

When NOMAD opened its doors, the local market was crowded with established coffee shops and franchises. We needed to carve out a distinct identity, build awareness from zero, and generate consistent foot traffic—all while operating on a lean startup budget. Additionally, lockdowns in early 2020 forced us to rethink how to reach customers when our coffee shop doors had to temporarily close.

Brand & Community Building

From day one, we leaned into authentic storytelling. I developed NOMAD’s visual identity—earthy tones and candid snapshots of our baristas at work—and launched a weekly blog series, “Roaster’s Journal,” sharing behind-the-scenes insights on sourcing beans and refining recipes. Our reputation for quality soon caught the attention of Her Highness Sheikha Moza bint Nasser, who made an unannounced visit to our shop for a cup of our premium brew—an endorsement that resonated throughout the community and elevated our profile overnight.

Social Media & Content Creation

On Instagram and Facebook, I posted daily micro-stories: the pull of a perfect espresso shot, a new seasonal latte art, or a customer’s first sip. Short “brew tips” videos and time-lapse clips of our roastery in action kept our feeds dynamic and educational. Engagement rates quickly surpassed industry averages, sparking genuine conversations and turning followers into advocates.

Home Delivery Innovation

When restrictions hit in 2020, I spearheaded a home-delivery service. I designed a streamlined online ordering system, created unboxing videos to build excitement, and partnered with local bike couriers for contact-free drop-offs. This pivot not only maintained revenue but also unlocked a new growth channel.

The Challenge.

Strategy & Execution.

In April 2019, I co-founded NOMAD Coffee with a simple mission: to bring exceptional, community-focused coffee experiences to our neighbourhood. As General Manager, Social Media Manager, and Content Creator, I wore all the hats—overseeing daily operations, crafting our brand voice online, and producing the stories that would turn first-time buyers into loyal fans.

What I Learned.

Building NOMAD Coffee taught me that great coffee is only half the story—crafting authentic connections through thoughtful content and nimble innovation is what turns a café into a community hub. By blending hands-on management with creative storytelling, we not only survived a global shutdown but emerged stronger and more deeply rooted in our neighbourhood than ever.