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SONDER COFFEE

Where does the brand
actually stand?

Annual Brand Health Audit — FY 2025

Business Context

Revenue Growth Has Stalled

Revenue ($M) $0 $20M $40M FY22 FY23 FY24 FY25 $19M $26M $31M $31M

Category grew 14% while Sonder flatlined

What Customers Are Saying

"It used to feel special. Now I don't know what makes it different."

— Survey respondent, Seattle

"Everyone's doing single-origin now. What's Sonder's thing?"

— Survey respondent, Brooklyn

"I buy Onyx when I can get it. Sonder's my backup."

— Survey respondent, Austin

Brand Health Scorecard

Metric FY 2024 FY 2025 Benchmark Status
Unaided Awareness 28% 24% 40%
Brand Consideration 19% 16% 29%
Net Promoter Score 54 49 61
Premium Perception 62% 51% 70%

Survey base: 2,400 US specialty-coffee buyers | Fielded Feb 2025

The Perception Gap

INTENDED ← → PERCEIVED IMPORTANT UNIMPORTANT INTENDED + IMPORTANT PERCEIVED + IMPORTANT INTENDED + UNIMPORTANT PERCEIVED + UNIMPORTANT Craft & Care Approachable Price Reliable Expensive Distinctive (absent)

What Customers Say We Are

reliable good quality expensive Portland-ish innovative community distinctive (absent) worth seeking out (absent)

Word association frequency | n=2,400

Competitive Perception Map

ACCESSIBLE ← → PREMIUM FAMILIAR ← → DISTINCTIVE TARGET QUADRANT Onyx Coffee Lab George Howell Stumptown (early) Sonder Blue Bottle Peet's Intelligentsia Verve Counter Culture Lavazza Stumptown (now) La Colombe

Channel Health

DTC Web

Traffic

-18%

Conversion Rate

-2 pts

Amazon

Category Rank

#9 (was #4)

Specialty Coffee Category

Lost ground to Onyx, Verve

Wholesale

Same-Store Reorder Rate

71%

Stable, no net change YoY

Social

Instagram Reach

-31%

TikTok Presence

Zero

Root Cause Diagnosis

1

Inconsistent Visual Identity

Website, packaging, Amazon storefront, and social all feel like different brands.

2

No Distinctive Story Hook

Product copy is generic feature lists. Competitors own origin narratives.

3

Pricing Signals Mass

Price positioning between commodity and premium creates confusion about quality tier.

The brand is saying
three things.

Customers are
hearing none
of them.

Three Leverage Points

1

Unify Visual Identity & Copy Voice

Create a single design system and messaging framework. Roll out across website, packaging, Amazon, and all social channels within 90 days.

Investment: $210K | Timeline: 12 weeks

2

Launch Signature Story Series

Produce three short films documenting the farm-to-roast journey of flagship blends. Own the origin narrative. Distribute across web, email, and paid social.

Investment: $430K | Timeline: 16 weeks

3

Enter TikTok with Roaster-as-Character

Build a personality-driven TikTok presence featuring head roaster. Target: 50K followers in six months. Partner with micro-influencers in specialty-coffee community.

Investment: $180K | Timeline: 6 months

Intervention Impact Model

Projected 12-month lift 0 +5 +10 +15 +20 +9 +11 +5 Unaided Awareness +7 +14 +4 Premium Perception +6 +8 NPS Intervention 1: Identity Unification Intervention 2: Origin Story Series Intervention 3: TikTok

Modeled from historical lift data + competitive benchmarks | Conservative assumptions

RECOMMENDED INVESTMENT

$640K

Intervention 1: Identity Unification ($210K)
+ Intervention 2: Origin Story Series ($430K)

Funded before Q3 campaign lock

Intervention 3 (TikTok, $180K) recommended for Q4 pending performance of 1+2

Approve $640K for
Interventions 1 and 2
before June 30

Decision Owner

Rachel Yun, CMO

Q3 Campaign Lock

July 14, 2025

Without action, we project continued decline in awareness and premium perception through FY26. These two interventions arrest the slide and position us to reclaim distinctive positioning before year-end.