ROB ANTLEY • creative director | writer
Baba Coffee
Research, Brand Narrative, Voice & Tone, Foundational Language, General Swagger
Baba Coffee isn’t just a surfside café—it’s a second chance brewed strong. The owner, once locked up and dreaming of a better life, turned that dream into a neighborhood favorite. The name? Inspired by Baba, a legendary 16th-century coffee smuggler—and maybe, just maybe, a spiritual predecessor.
The product was top-tier. The local love was real. But the brand? Kind of doing time in its own right. No clear story. No distinct voice. That’s where I came in.
Through discovery workshops and deep-dive research (including some very enjoyable coffee tastings), I built a fresh brand narrative rooted in redemption, rebellion, and bold flavor. I developed foundational messaging, voice and tone, and gave the whole brand a swagger worthy of its backstory.
Big picture: From behind bars to behind the bar—this is what happens when a great story finally gets the words it deserves.