Emma Chamberlain shares the inspiration behind Chamberlain Coffee’s second trend-inspired blend and merch collection in partnership with Pinterest
I have spent a large part of my life online, which has been beautifully complicated. It’s where I first found entertainment, where I built a career and community, and eventually where I began conceptualising what Chamberlain Coffee could be.
Being online has made my world feel bigger in ways I never could have expected, but spending so much time there has also made me appreciate the things that pull me back into real life. Spending time in nature. Talking to people. Making something with my hands. Sitting at a café for hours. As much as I appreciate the internet, those are the moments that fulfill me most.
I’ve found that one of my favourite ways to use the internet is to get inspired to do something in the real world—to let it energise me rather than suck me in. For as long as I can remember, I’ve found that kind of inspiration on Pinterest. Oftentimes, I don’t even know what I’m looking for. I might start with a coffee recipe, then find something sweet to make alongside it. Or I’ll discover a unique style of ceramic I’ve never seen before, then find a tutorial on how to make something like it. One idea leads to another, and before long, I’m imagining an entire experience: what I could make, who I could make it for, and the feeling it could evoke. I love that inspiration can begin with the tiniest discovery and lead somewhere completely unexpected.
I was very excited to work with Pinterest again because we had so much fun building a world together the first time. When the team showed me this year’s Pinterest Predicts trends, I kept coming back to Wilderkind. I was really drawn to the idea of taking inspiration from nature in its purest form, something I haven’t experimented with nearly enough creatively.
As we started working on the collaboration, I made a couple of Pinterest boards and added things whenever I found something that felt right (my Pinterest board strategy is simply… intuitive). Sweet forest animals, baskets of blueberries, vast forest scenes. All of it helped shape the flavour, the visuals and the merch.
Those little ideas came together in our limited-edition Organic Almond Flavored Blend. It’s warm, nutty, and one of my favorite flavour profiles of all time (I adore almond flavor). To build out the world even further, we made a beautiful mug and picnic blanket to go with it. It’s an invitation into the world of Wilderkind: a pastoral, playful escape inspired by soft forest light, sun-warmed blankets, and the charm of spending a little longer outside.
And I think people are craving that kind of thing right now. Pinterest’s Hobbies Trend Report found that searches for blueberry coffee recipes are up 384%, while searches for “coffee brewing aesthetic” are up 160%. I love that people are treating coffee as something to personalise, share, and cherish—not just something to grab on the way out the door.
Our limited-edition Blueberry Natural Syrup, Organic Almond Flavored Blend, and merchandise collection will be available starting October 1 on Chamberlain Coffee’s website and through Chamberlain Coffee’s Pinterest profile. I hope it inspires people to slow down, see the beauty in the real world, and follow wherever their ideas take them.
