Brand Tone

Empathetic & Compassionate, Hopeful & Positive, Educational & Aware, Community-Oriented & Welcoming, Professional & Quality-Focused, Purposeful & Action-Oriented

Brand Values

• •Providing Genuine Welcome
• •Being People Driven
• •Preserving Self-Determination
• •Taking Purposeful Action
• •Using a Transformative Approach
• •Creating an Educational Environment
• •Dignified Employment
• •Social Connection and Belonging
• •Sustainability

Best Practices

• •Lead with Purpose, Support with Quality: Always tie the message back to the core mission of supporting refugees, but also highlight the quality of the coffee and the welcoming cafe experience. The "why" (mission) should be as prominent as the "what" (coffee).
• •Use Empowering and Dignified Language: Focus on the strength, resilience, and potential of the individuals being supported. Avoid language that portrays them solely as victims. Emphasize "new beginnings," "journeys," "skills," and "empowerment."
• •Be Authentic and Transparent: Share real stories (with consent) and be open about the challenges and successes. This builds trust and connection with the audience. Highlight the impact of donations and purchases.
• •Foster a Sense of Community and Invitation: Use inclusive language that invites people to learn, participate, and connect. Emphasize the "third space" concept where everyone is welcome and can be part of creating a shared culture.
• •Maintain a Hopeful and Positive Outlook: While acknowledging the difficulties refugees face, the overall tone should be optimistic, focusing on solutions, progress, and the positive impact of the company's work and community support.

Social Perception

Positive & Admirable, Impactful, Community Hub, High-Quality Coffee Provider

Copy Examples

• •Headline: More Than a Morning Ritual. It's a New Beginning. Body: Every cup you enjoy at 1951 Coffee Company helps brew a brighter future. We're dedicated to empowering refugees with skills, employment, and a welcoming community as they rebuild their lives in the U.S. Taste the quality, support the journey. #1951Coffee #RefugeeEmpowerment #CoffeeWithACause
• •Headline: From Bean to Barista: Crafting Hope and Opportunity. Body: Our comprehensive Barista Training Program equips refugees with the art and science of specialty coffee, opening doors to dignified employment and a supportive community. Learn more about how we're changing lives, one cup at a time. [Link to Training Program page] #SkillsForSuccess #CommunityStrong #1951Journey
• •Headline: Your Daily Coffee Can Create Lasting Change. Body: At 1951 Coffee Company, we believe in the power of welcome and the strength of shared experiences. Join us in our mission to educate, uplift, and provide a platform for refugees to thrive. Every purchase makes a difference. #SupportRefugees #BerkeleyCoffee #MakeADifference
• •Headline: The Story Behind Every Sip: Resilience, Dedication, Community. Body: Named in honor of the 1951 Refugee Convention, our cafes are more than just coffee shops; they are spaces of connection and new beginnings. Meet our talented baristas, hear their stories (when they choose to share), and become part of a movement that values every individual. [Link to "Our Mission" or blog with stories] #GenuineWelcome #PeopleDriven #1951Stories
• •Headline: Brewing a Better World, Sustainably. Body: We're passionate about exceptional coffee and a thriving planet. That’s why we roast our own beans using zero-emission technology and strive for sustainable practices in all we do. Supporting refugees and protecting our environment go hand in hand at 1951 Coffee Company. #SustainableCoffee #EthicalSourcing #FutureForward