Polite Coffee: Product Photography
Here is how I supported my favorite small town coffee roaster using branded photography and launched a marketing survey that helped drive e-commerce sales.
Polite Coffee Roasters
Bryan, Texas
Background
Polite Coffee Roasters is a busy cafe and roaster in small town Bryan, Texas.
When I was in grad school, Polite was my favorite place to study. During summer break, I reached out to Steve and asked him if he was interested in a marketing survey and photography.
This is Drew. We collaborated together to define what Polite’s visual brand was. It was a low-stakes environment with creative freedom.
Marketing Survey
Methodology:
I used Qualtrics to design the survey. Polite coffee used Shopify for their e-commerce sales. So they had plenty of recent customers who opted in for marketing emails. We narrowed down a list to around five hundred emails that represented his active customer base. Finally, we used MailChimp to send an email blast, Politely™ asking customers to fill out a survey and offering a small discount code.
Results:
Our response rate was incredible. We got insights on the following:
Demographics—Texas A&M alumni who were professionals in their late twenties and thirties, with a larger demographic of women than we expected.
Product Preferences & Equipment—Lots of espresso machines and pour over owners.
How they discovered Polite Coffee—visiting in-person location, then moving away.
Which brand elements were most important—Coffee roast process quality and green coffee quality (very picky on taste).
Our Photography Process
We started by taking notes on Polite’s brand and photos, and then we compared our notes to other cafes and roasters.
Most high-end coffee branding is portrayed as sophisticated, often through bright, minimalist aesthetics. The look leans neo-vintage, with desaturated hues and matte textures. Imagine metal barstools, white surfaces, and Edison bulbs. It’s a common way to build brand equity by aligning with lifestyle trends, even when there’s no real connection to the product or service.
But our aim was to be real. Original. And to bring something that reflected Polite Coffee’s Character.
A Clever Mug
Steve, the owner and head roaster, was a constant source of puns, references to The Office, and clever ideas for merch.
Fourth of July Product
Announcement
I collaborated with Polite at least once a quarter for seasonal drink specials and merch releases.
As a photographer for Polite, my goal was to show how all those amazing elements come together—using a minimal budget, wonderful people, beautiful window light, Texas sun, a nice camera, a sharp lens or two, and plenty of enthusiasm.
Results / Reflection
Seeing my photography still in use almost two years later is a reminder of how valuable thoughtful photography can be. It’s not just content—it’s brand equity.
I’m looking for more projects like this: Creative, collaborative, and grounded in products and services that deliver deeper value. If that sounds like your business, reach out (link).
This photo was taken a year and a half ago at the time of writing, and it’s still being used. Click the picture to see Polite’s merch.
