Design Better Podcast Episode Summary: Marco Suarez – From Designer to Coffee Entrepreneur
Episode: Marco Suarez: From Designer to Coffee Entrepreneur ☕
Release Date: April 29, 2025
Hosts: Eli Woolery & Aarron Walter
Guest: Marco Suarez, Founder of Methodical Coffee
1. Introduction
In this insightful episode of Design Better, hosts Eli Woolery and Aarron Walter welcome Marco Suarez, a seasoned designer who has successfully transitioned into entrepreneurship by founding Methodical Coffee. Marco shares his journey from the design world to becoming a coffee entrepreneur, highlighting the intersections of design, business strategy, and personal passion.
2. Marco Suarez's Design Career
Marco begins by reflecting on his long-standing passion for art and design, which dates back to his childhood. He explains how a friend's suggestion led him to graphic design during college, balancing his artistic inclinations with practical career considerations.
Marco Suarez [00:02]: "Branding and being a product-focused business is form and function. You want to create something that has good functionality, that works well, but that is aesthetically pleasing... something you enjoy in its presence."
Marco's career trajectory includes significant roles in prominent tech companies:
- Mailchimp: As an art director, collaborating closely with Aarron Walter.
- Etsy: Serving as a product designer and leading design systems.
- Envision: Focusing on design systems alongside both hosts.
His work primarily centered around design systems—a method to create reusable components that ensure consistency and efficiency across products.
3. Transition to Entrepreneurship
Amid a challenging job market for designers and creative technologists, Marco discusses his growing interest in entrepreneurship. His entrepreneurial spirit led him to explore various business ideas before settling on the coffee industry.
Eli Woolery [00:19]: "It's a tough job market out there right now for designers and other creative technologists... some of us are considering an entrepreneurial path."
In 2015, Marco founded Methodical Coffee in Greenville, South Carolina, driven by his passion for coffee and the desire to create a unique coffee experience. By 2019, he made the pivotal decision to leave his full-time tech role to focus on growing Methodical Coffee, which now boasts three cafes in Greenville and ships coffee across the United States.
4. Building Methodical Coffee
Marco delves into the process of establishing Methodical Coffee, emphasizing the application of his design skills to create a compelling brand and customer experience. He underscores the importance of aesthetics and functionality in both product design and physical café spaces.
Marco Suarez [29:36]: "Branding and being a product-focused business is form and function... something you enjoy in its presence."
Key aspects of building the brand include:
- Name Selection: "Methodical" reflects the meticulous approach to coffee preparation and customer experience.
- Design Elements: Use of premium materials like Carrera marble, walnut accents, and brass to create an inspiring and welcoming café environment.
- Art Forward Branding: Incorporation of hand-drawn floral motifs and unique packaging that encourages customers to display coffee bags as art pieces.
5. Branding and Design Philosophy
Marco emphasizes the synergy between form and function in branding. He aimed to ensure that every touchpoint—from coffee bags to café interiors—communicates the brand's values and enhances the customer experience.
Marco Suarez [35:37]: "I want the value of the object of the thing to be great and then us second, not the reverse... something you enjoy in its presence."
He collaborated with artists to create unique visual elements and prioritized creating an aesthetic that resonates with customers, making Methodical Coffee not just a beverage brand but a sensory experience.
6. Challenges and Skill Gaps
Transitioning from a tech career to entrepreneurship posed significant challenges for Marco. He candidly discusses the skill gaps he faced, particularly in business operations and finance, areas outside his design expertise.
Marco Suarez [26:15]: "As a designer, I don't necessarily have the experience and the skill set to run a business... understanding business and having some level of business acumen became very important to me."
To bridge these gaps, Marco:
- Education: Rapidly learned business fundamentals through books, podcasts, and articles.
- Team Building: Partnered with individuals who complemented his skills, including a technician and a CFO, to ensure comprehensive business management.
He highlights the importance of self-awareness and the willingness to seek expertise beyond one's primary skill set.
7. Community and Location – Greenville
Marco attributes much of Methodical Coffee's success to its location in Greenville, South Carolina. He appreciates the city's balance of a growing, vibrant community with the ability to make a meaningful impact.
Marco Suarez [39:46]: "It's a growing city, but it is small enough so you can have impact and really invest in the community... us as a creative to be in a city that you kind of feel that you have the ability and the impact to help shape."
The supportive local community and the ability to connect with city leaders have been pivotal in establishing Methodical Coffee as a beloved local brand.
8. Coffee and Tea Products
Methodical Coffee offers a diverse range of products, categorized into three main buckets:
- Classic: Traditional, darker roast profiles with rich flavors.
- Contemporary: Medium roasts offering a balance of complexity and body, ideal for daily consumption.
- Avant Garde: Experimental blends with unique processing techniques for distinctive flavor profiles.
Marco's favorite among them is Blue Boy, a blend named after a painting in their shop, reflecting the brand's artistic ethos. He also highlights the company's commitment to supporting small-scale producers, such as Walter Bautista from Honduras.
Marco Suarez [41:54]: "We have a coffee that is named after... the Blue Boy... it's one of my favorite blends."
In addition to coffee, Methodical Coffee has expanded into teas, offering blends crafted for clarity, calm, and creative flow. These blends incorporate ingredients like lemongrass and turmeric, catering to both coffee enthusiasts and tea lovers.
9. Learning and Inspiration
Marco draws inspiration from various sources to enhance Methodical Coffee's operations and customer experience. A notable influence is Walt Disney's approach to customer service and operational excellence.
Marco Suarez [44:23]: "I have a Walt Disney biography that I read... how they train their staff from a customer experience perspective is like the pinnacle."
He integrates these learnings into his business, striving to replicate the high standards of customer experience in his coffee shops.
10. Conclusion
Marco Suarez's journey from a design professional to a successful coffee entrepreneur is a testament to the power of passion, adaptability, and continuous learning. By leveraging his design expertise and embracing the challenges of entrepreneurship, Marco has built Methodical Coffee into a brand that harmoniously blends aesthetics with functionality, fostering a unique and enriching customer experience.
Marco Suarez [48:44]: "Thanks y'all for having me. This is a great conversation."
For more insights and resources on Methodical Coffee, visit methodicalcoffee.com.
Notable Quotes:
- Marco Suarez [00:02]: "Branding and being a product focused business is form and function... something you enjoy in its presence."
- Eli Woolery [00:19]: "It's a tough job market out there right now for designers and other creative technologists..."
- Marco Suarez [26:15]: "As a designer, I don't necessarily have the experience and the skill set to run a business..."
- Marco Suarez [35:37]: "Branding and being a product focused business is form and function.... something you enjoy is presence."
- Marco Suarez [44:23]: "I have a Walt Disney biography that I read... how they train their staff from a customer experience perspective is like the pinnacle."
This episode offers a rich exploration of how design principles can transcend their traditional boundaries, finding new expressions in entrepreneurial ventures. Marco's experience provides valuable lessons for designers considering similar transitions, emphasizing the importance of branding, community engagement, and continuous personal growth.