CODE meets Dark Arts Coffee

There seems to be a new coffee brand on every street corner in London, and one would assume it would be a tricky feat to stand out from all the competition. Dark Arts Coffee, the brainchild of Brad Morrison and Colin Mitchell, however, has created a brand different to those flourishing filament-bulbs, artisan chocolate and hushed, neutral tones. Dark Arts combines its founders passions for good coffee – fine, common enough – but also their love for the occult, 70s hippy culture and leather-clad biking.

While cafés were some of the worst hit hospitality businesses throughout the pandemic, Darks Arts Coffee saw its online sales soar, with over 1,000 per cent growth in orders. It wasn’t the only coffee company to maximise on retail during the period, with Grind also seeing a sharp rise in sales and a recent £22 million investment for expansion. But it was one of those stark, rare success stories of 2020, and the brand is continuing to press on.

CODE met Dark Arts Coffee co-founder Bradley Morrison and head of coffee Jamie Strachan.

How did Dark Arts Coffee begin?

Brad: Dark Arts Coffee, the roastery, started after a barista with no experience running a roastery convinced someone else with even less experience to give them some money. 

What makes Dark Arts Coffee stand out from other coffee brands?

Brad: People seem to really like our branding, comms and social media. We like to have a lot of fun with that side of things and since our industry is generally stale, I guess that means we stand out a bit. 

How important is it for you to source your beans ethically?

Jamie: Ethical sourcing is the top priority for us when buying beans. We make sure we have traceability all the way back to the farm and ensuring a premium price is paid for the coffee we buy. We also try to buy coffee from farmers in emerging origins, for example, this year we’ve bought coffee from Indonesia, Timor-Leste and most recently Guerrero. Guerrero is an impoverished state in Mexico which is the third-largest area under poppy cultivation in the world. Buying coffee at high prices will hopefully help farmers out of being bound to cartels and growing poppies for heroin production.

Do you have any advice for anyone wanting to start a hospitality/food and drink business?

Brad: Find a way to bring your customers closer and create community. Your first customers will be some of your most loyal and forgiving, so treat them well and you will have a spokesperson for life.

How did it feel to be supported like you were by your customers throughout the pandemic? 

Brad: Following on from the previous question, our loyal customers rallied behind us and came to our rescue. Through their excitement and passion for our business and ultimately their spending, they showed us the way forward and out of the mess.

What does the future hold for Dark Arts Coffee?

Brad: We are gearing up to open some sites. It’s still a little way off but we are seriously looking at Berlin and would love a central London shop. There’s also a NYC pop up on the cards for next year. 

You’ve done lots of collaborations, most recently with Mam Sham and Acme Fire Cult, which ones should we keep our eyes out for next?

Brad: We have some fun ones however I don’t want to spoil the surprise. Keep your eyes open for the middle of November. 

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