Coffee—people either love it or they don’t. The former group could argue there’s no better way to start the day than with a cup of joe. The aroma, taste and effect of the usually caffeinated beverage is enough to send its connoisseurs far and wide.
It’s not surprising to learn that more than 66 percent of Americans drink coffee daily, according to the National Coffee Association.
The beloved bean has evolved over the years with distinctive variations, species and roasts. Depending on where you’re located in the world, the coffee experience is unique. While origin stories vary, there’s one aspect of coffee’s robust history that remains true—it came from Ethiopia.
This notion—coupled with the realization that many Black people are coffee-drinkers yet far less own the coffee shops we patronize—inspired Joe Keenan.
“We lack representation, especially on the ownership side when it comes to coffee,” Joe told THE BLOCK. “One thing about me is instead of complaining about it, I’m going to do something.”
These roots are where Joe wants to return through his mobile espresso bar, Evoke Coffee. It’s a place where people go with the intention to grab a quick cup of coffee but they stay for a while. The urge to remain put can be attributed to the atmosphere created by the Spartanburg, South Carolina native.
“When you walk in, you feel at home,” he said. “That’s my intention. I want you to feel like you’re in your kitchen making coffee, not only with me, but with the people there.”
Handcrafted coffee—and down-to-earth Joe—may get people in the door, but they stick around for other reasons. It’s more about building connections, fostering community and creating avenues for collaboration.
It’s deeper than coffee. It’s more than a cup.
Joe Keenan
Whether it’s a meeting or just catching a vibe while in Evoke Coffee’s space, the environment is primed for life-changing events. It’s where you might lay eyes on your future significant other or the place where you happen to see a former teacher from 20 years ago. Both are true stories and are a by-product of the culture Joe created.
To that point, Joe doesn’t only create some of the most inventive americanos, lattes and house-made syrups, he creates opportunity. As guests— or Evoke Fam—sip on Joe’s latest late-night coffee innovation and listen to music, each moment is filled with chances to connect, collaborate and commune. While CLT Hub is the shop’s primary location, the mobility aspect means the Evoke Coffee atmosphere can be transported to events, apartment club houses and any place that has accessible electrical outlets.
Creating such a culture was a goal from the start. Craft coffee piqued Joe’s interest when he moved to Charlotte in 2016. Through interactions with baristas and owners of local coffee shops, he learned more about the science of coffee. He realized two things: many major decisions in his life occurred over a cup of coffee and a coffee meeting sets the stage for almost anything to be discussed due to its low-pressure nature.
These days, Evoke Fam can expect to experience creativity, fun and authenticity. Each order comes with an affirmation from Kaleidadope, which guests love. The menu is filled with a few popular signature items and whatever creation Joe tested until near perfection.
Crowd favorites are the blueberry cinnamon and the lavender honey syrup, which can be added to a beverage.The Southern Gentleman is a newer addition that includes homemade caramel, bourbon maple and two shots of espresso.
The early mornings and late nights are worth it for Joe because of the simple truth that for him, it truly is more than coffee.
My purpose is to evoke positivity, to evoke change, evoke people to be better and to do better.
Joe Keenan
“You have to have a positive mindset but it makes it easy to have other people around you and other people in the community doing positive things, as well. I want to contribute to that positivity in Charlotte and as we continue to grow, reach back home to Spartanburg.”
Joe’s nine-to-five helps fund the business and further opportunities for Black and brown artists, a group of people he’s always been passionate about helping. Art resources and supplies can be costly. To help combat this obstacle, Joe sponsors supplies and forge connections with other artists in hopes of creating more possibilities.
“I think we have to keep our Black and brown people creative,” he explained.”
I’m excited for the community that we’re building here in Charlotte. I’m excited to be at the center of it regarding coffee. I’m excited for the connections we are creating. I’m excited for the resources and relationships we’re creating in our community.
Joe Keenan
To connect with Joe, follow him on Instagram and visit his website.
