Brand Tone

Inspirational & Purpose-Driven, Hopeful & Positive, Authentic & Transparent, Community-Focused & Friendly, Passionate

Brand Values

• •Faith & Ministry
• •Giving Back & Social Impact
• •Quality
• •Ethical Sourcing & Fair Wages
• •Transformation
• •Community & Partnership

Best Practices

• •Always Circle Back to the "Why": Connect the coffee back to the mission of supporting Young Life.
• •Use Inspirational and Hopeful Language: Focus on positive outcomes, transformation, and the impact being made.
• •Maintain an Authentic & Transparent Voice: Share stories from the farm, from Young Life camps, and about the people involved. Be open about how the proceeds are used.
• •Foster a Sense of Community: Address your audience as partners in the mission. Use inclusive language. Encourage interaction and sharing.
• •Balance Quality Coffee with Mission: Highlight the quality of the coffee itself. Use descriptive language for tasting notes and emphasize its specialty grade and ethical sourcing.

Social Perception

Positive Association with Young Life, High-Quality Coffee, Purposeful Purchase, Trustworthy & Mission-Driven, Community Support. Note recent recall issue needs to be addressed.

Copy Examples

• •Headline: Start Your Day with Purpose. Every Sip Sends a Kid to Camp. Body: Beyond a great cup of coffee, 41&Change is a movement. Grown on our Young Life camp in Nicaragua and roasted to perfection, each bag you buy directly supports life-changing experiences for young people. Taste the difference, make a difference.
• •Social Media Post: Fuel your morning, fuel their future. ☕ Our [Specific Blend Name, e.g., La Finca Dark Roast] isn't just delicious, it's packed with purpose. All profits help send kids to Young Life camp. #41andChange #CoffeeWithACause #YoungLife #EthicalCoffee #MakeADifference
• •Email Subject: Your Coffee Habit Can Change Lives. Body: Imagine your daily coffee ritual doing more than just waking you up. With 41&Change, it does. We lovingly grow and roast exceptional Nicaraguan coffee so that every purchase helps young people experience the adventure and community of Young Life. Learn our story and join the change. [Link to About Us]
• •Product Description Snippet (for a dark roast): Bold flavor, bolder impact. Our [PathFinder Dark Roast Blend] delivers rich notes of baker's chocolate and toasted malt. Sourced ethically from our farm in Nicaragua where we pay fair wages, every cup brewed contributes to Young Life's mission. Drink good, do good.
• •Instagram Story Series: Slide 1 (Image: Coffee beans/farm): From our farm in Nicaragua... Slide 2 (Image: Kids at a YL camp): ...to life-changing adventures for kids. Slide 3 (Text overlay on coffee cup): Every 41&Change purchase makes this possible. Link in bio to shop & support!