Brand Tone

Passionate & Knowledgeable, Community-Oriented & Friendly, Quality-Driven & Craft-Focused, Approachable & Authentic

Brand Values

• •Quality
• •Community
• •Employee Welfare
• •Ethical Sourcing
• •Customer Experience
• •Passion for Coffee

Best Practices

• •Emphasize Quality and Craftsmanship: Always highlight the careful sourcing, small-batch roasting, and skill involved in preparing both coffee and food. Use descriptive language that appeals to the senses (e.g., "rich aroma," "velvety microfoam," "crisp acidity," "savory and satisfying").
• •Maintain a Friendly and Welcoming Voice: Even when discussing the technical aspects of coffee, keep the language accessible and inviting. Address the audience directly (using "you" and "your"). Share stories about the team and community to foster connection.
• •Be Passionate and Authentic: Let genuine enthusiasm for coffee shine through. Share knowledge and insights without being condescending. Reference the brand's origins and values to build trust and authenticity.
• •Incorporate the "Warrior" Spirit Subtly: While the name "Achilles" and the tagline "Coffee Crafted For a Warrior" offer a unique angle, use it to connote strength, high standards, and resilience, rather than aggression. It’s about empowering the customer for their day.
• •Highlight Community and Ethical Commitments: Weave in messages about ethical sourcing, support for employees, and local San Diego pride. This reinforces the brand's values and resonates with conscious consumers.

Social Perception

High-Quality Local Roaster, Community Hub, Knowledgeable and Passionate, Reliable & Consistent, Ethical and Caring Employer

Copy Examples

• •Headline: Start Your Day the Warrior Way. Body: Fuel your grind with Achilles Coffee. We meticulously source the world's finest beans and roast them right here in San Diego to bring out their peak flavor. More than just coffee, it's your daily armor. #AchillesCoffee #SanDiegoRoaster #CraftCoffee
• •Headline: It’s More Than a Cup, It’s Community. Body: From our first cart to our bustling cafes, Achilles Coffee has always been about connection. Connection to our amazing team, our dedicated farmers, and you – our incredible San Diego coffee family. Join us for a brew. #AchillesCommunity #SanDiegoCoffee #EthicallySourced
• •Headline: Taste the Craft in Every Sip. Body: Why do our regulars rave? Because we’re obsessed with quality. Small-batch roasting, expertly selected beans, and baristas who genuinely care. Experience the Achilles difference – from our signature blends to our vibrant single origins. #SpecialtyCoffee #RoastedInSD #AchillesFlavor
• •Headline: Your Perfect Morning Ritual, Found. Body: Whether it's our rich, aromatic pour-over or a creamy latte paired with a legendary Banker's Hill breakfast sandwich, we craft moments that make your day. What’s your Achilles go-to? #AchillesCafe #SanDiegoBreakfast #CoffeePerfection
• •Headline: Good Coffee, Doing Good. Body: We believe great coffee starts with great people – from the farmers who grow our beans to the team that serves your cup. That’s why we’re committed to ethical sourcing and investing in our crew. Feel good about your coffee. #FairWageCoffee #SupportLocalSD #AchillesValues