The Story Behind Our Coffee Brand: Why We Started Perception Coffee

The Story Behind Perception Coffee: Brewing Change, One Cup at a Time

My love affair with coffee started in the most humble way possible – with sips from my mum’s instant coffee cup as a young kid. I still remember those early mornings in our South London kitchen, watching her savor every drop as the rich aroma filled the air. Whenever she wasn’t looking, I’d sneak a sip of her coffee. It was bitter, intense, and nothing like the sugary drinks I was used to – but something about it captivated me. It wasn’t just about the taste; it was the ritual, the sense of comfort and warmth that each cup brought. Little did I know that those innocent sips would ignite a passion that would shape the rest of my life.

As I grew older, my curiosity for coffee turned into a genuine obsession. I started exploring different types of beans, experimenting with brewing methods, and learning about coffee from different cultures. It wasn’t long before I realized that coffee was more than just a drink – it was an art form, a craft that could be endlessly refined. My fascination with coffee evolved naturally, leading me to take a leap of faith and open my own shop, SW9 Cafe, in Brixton.

*Stockwell Skate Park - In the heart of Brixton where so many diverse people come together for the love of skating*

Brixton is a vibrant, diverse community, and opening a cafe there felt like the perfect way to bring people together through coffee. SW9 Cafe became more than just a place to grab a cup of coffee; it was a hub where people from all walks of life could connect, share stories, and feel a sense of belonging. Running the cafe allowed me to hone my skills, and it wasn’t long before I began to explore the world of coffee roasting. I wanted to take full control of the flavor, quality, and freshness of the coffee I served. Roasting became a natural progression in my journey – it was the next step in mastering the craft and bringing something truly unique to the community.

But the journey wasn’t just about coffee; it was about something much deeper. Growing up as a Black man in South London, I’ve seen firsthand how society tends to label and box us in based on stereotypes. The perception of young Black men is often negative, tied to narratives of crime, violence, and limited potential. These misconceptions don’t tell the full story of who we are – our creativity, resilience, and ambition. I wanted to challenge that narrative and create something that would flip the script. That’s where the idea for Perception Coffee was born.

Perception isn’t just a coffee brand; it’s a statement. The name itself represents the mission behind what we do – to change how people see others, to challenge the labels and assumptions that are too often placed on us. Through every bean we roast and every cup we brew, we aim to tell a different story. A story that reflects the complexity, richness, and potential that’s often overlooked.

Now, with Perception Coffee, we’re taking that mission even further. We roast our beans with the same care and dedication that went into every cup at SW9 Cafe. But more importantly, we’re creating a brand that stands for something bigger. We want to inspire conversations, break down barriers, and build a community where everyone is seen for who they truly are – beyond the stereotypes.

Coffee has always been a part of my story, but with Perception Coffee, it’s about telling a bigger story – one of change, growth, and challenging perceptions, one cup at a time.