The Art of Storytelling Through Coffee, Culture, and Connection: A Conversation with Erik Engström

Erik Engström is a creative director and photographer who unexpectedly found his way into the coffee industry in his early twenties. What started as a side hustle—photographing small cafés and roasters for extra cash—soon blossomed into a full-fledged passion. Despite not initially enjoying coffee, Erik’s immersion in the specialty coffee world opened his eyes to its deeper values, from sustainability and sourcing to the elegant complexity of flavors. Over the years, he’s traveled the world to connect with influential figures in the industry, eager to help craft meaningful stories along the way. With a unique perspective on the parallels between coffee and culture, Erik is particularly drawn to how coffee transcends boundaries, naturally bringing together diverse communities. With a deep love for storytelling, Erik is driven by the power of visual narratives to inspire others—not just to appreciate coffee but to live a more intentional and satisfying life.

Foundations of Storytelling and Photography

Your work beautifully captures emotion and narrative. How do you approach storytelling through photography? 

I have always prioritized capturing genuine, authentic moments over staged ones. Since university, I’ve been drawn to finding the "beauty in the mundane"—extraordinary scenes in everyday life. While grandiose stories can inspire, I believe it is the beauty in the ordinary that sparks aspiration—something real, tangible, and within reach. Even when working with talent, I strive to cultivate genuine emotion and movement, engaging with my subjects in a way that encourages natural expression. When I do direct a photoshoot, I aim to preserve a sense of truth, ensuring the emotions and interactions feel organic rather than forced. My goal is to evoke an emotion that invites viewers to feel as though they are not just observing the photograph but are present within it.

How did growing up in Chicago influence your storytelling and photography?  

Honestly, I’ve never really considered how my environment growing up influenced my craft. But looking back, it has shaped me in more ways than I realized. I used to think my photography was primarily inspired by the Pacific Northwest—moody tones, rich greens, water, and a sense of wonder. But Chicago was my first true template for storytelling and visual language.

Movies like “Ferris Bueller’s Day Off” and “Goodfellas” made me view my city through a filmmaker’s lens. Seeing Chicago’s emotional range in film—from grit to whimsy—taught me to slow down, observe details, and appreciate the art of visual storytelling. Chicago isn’t just a city; it’s a living museum of design, history, and innovation. The skyline tells stories—of resilience, ambition, and reinvention. Walking through it, I learned how space, light, and perspective interact, directly influencing how I compose my photographs.

Beyond its structures, Chicago’s cultural diversity made me more attentive to people—their emotions, experiences, and ways of life. Growing up around so many communities and traditions gave me a deep appreciation for different perspectives, translating into how I frame my subjects and capture authenticity in my work.

Your tagline mentions ‘create, wander, enjoy one another.’ How do these values shape your work and life?

Everything I do starts with enjoying one another. I love people, and I love creating meaningful things with good people. Some of life’s most unforgettable moments are shared, and working alongside those I admire has only deepened my appreciation for collaboration. The connections we form—through storytelling and shared experiences—give life its richness.

Creatively, I see myself less as a creator and more as a capturer. My work isn’t just about making something new; it’s about uncovering, documenting, and amplifying the emotions and stories already present. A powerful story doesn’t just entertain—it invites participation. It stirs something within the viewer, whether that’s curiosity, nostalgia, inspiration, or action. Some may observe it passively, while others let it spark new ideas or dreams. Either way, storytelling is a conversation—one that I hope continues long after the final frame.

Wandering, to me, is more than just movement—it’s a way of life. Whether it’s traveling to new places, engaging with different cultures, or embracing new ideas, I find fulfillment in the journey itself. J.R.R. Tolkien once wrote, "Not all those who wander are lost." That resonates deeply with me. The winding paths, unexpected detours, and chance encounters often hold the greatest significance. My life has been one continuous wander, shaped by the people I’ve met and the experiences that have unfolded along the way.

Coffee as Culture and Narrative

What fascinates you most about the world of specialty coffee? 

Coffee has an incredible way of weaving itself into cultures and communities, acting as a universal connector. It fuels creativity in the art scene, finds its place in surf culture, and travels with climbers to the tops of mountains. It’s part of the pre-game rituals of basketball players and the high-pressure world of F1. Even in politics, coffee has played a role in late-night negotiations and historic discussions. What fascinates me most is how effortlessly coffee integrates into different spaces while maintaining its own identity. It’s never just about the drink—it’s about the moments it creates, the conversations it sparks, and the connections it fosters.

How does coffee play a role in your daily routine or creative process?  

I see coffee through two lenses: routine versus ritual. Some days, a simple push of a button is all it takes to start the day. But for me, it’s about the slow, intentional process: selecting the coffee, measuring, dialing in, and brewing. Then, I sit down to journal, read, and mentally prepare for the day. It’s a quiet moment to center myself before diving into what's next.

How do you approach working with coffee brands to create an authentic narrative?

When working with coffee brands, I focus on authenticity and emotional connection. The first step is diving into the brand's history, values, and the people behind it—whether it's a family-run business or a company with a strong commitment to sustainability. From there, I look at how coffee fits into people’s lives, from the ritual of brewing to the moments of comfort it creates. Transparency is key. I aim to visually capture the sensory experience of coffee—its warmth, aroma, and the emotions it stirs. Ultimately, it’s about telling a story that builds trust and fosters a lasting connection with the audience.

What’s something you believe or know about coffee that is not commonly understood / believed?

I don’t believe the beverage of choice always has to be coffee. I don’t drink it every day, and when I do, I usually cut myself off by 2 pm. My go-to afternoon drink is a 12oz Vanilla Oat Steamer—just pure steamed oat goodness. I get teased for loving what some might call a "child’s drink," but honestly, I don’t care. I’m a child at heart, and no coffee bro can convince me otherwise.

First Sweden Enström family trip (1997) Erik in his father's arms.

World Travel and Cross-Cultural Storytelling

Is there a particular place or experience abroad that influenced your work? 

My earliest memories are rooted in Scandinavia—from Stockholm to the fjords of Norway—filled with snowball fights and rollercoasters. My family’s deep commitment to our origins instilled in me a profound appreciation for my heritage. I’m currently learning Danish and Swedish to strengthen this connection, bridging the gap between past and present. Though I am American and frequently travel across Europe, Sweden, Norway, and Denmark continue to shape my perspective on art and work. Whether introducing the concept of fika to American markets or embracing the tradition of cold plunges and saunas, I find inspiration in these cultural touchpoints. The Viking spirit of resilience fuels my relentless pursuit of better, pushing me to work harder, create meaningfully, and chase my goals without hesitation.

Looking Ahead

Are there any projects you’re excited to explore? 

I’m excited to explore and tell stories around specific themes and characters in the future. Without giving too much away, I’m particularly eager to dive into topics like sustainability, recyclability, and the diverse experiences of people from all walks of life. I also have a deep interest in sharing the unique world of Japanese coffee and, of course, some of the bucket list destinations I have in mind (but that list is staying under wraps for now!).

Through his photography, travels, and love for coffee, Erik continues to bring powerful narratives to life. His passion for authenticity, curiosity, and human connection reminds us that storytelling isn’t just about the images we capture—it’s also about the experiences we share along the way.

Photography by: Erik Engström