Brand Tone

Passionate & Purpose-Driven, Hopeful & Positive, Sincere & Transparent, Encouraging & Empowering, Faith-Based & Principled, Quality-Conscious

Brand Values

• •Sanctity of Life/Pro-Life
• •Generosity & Giving Back
• •Ethical Sourcing & Fair Compensation
• •Quality & Excellence
• •Transparency
• •Faith & Godly Principles
• •Community & Partnership

Best Practices

• •Always Lead with Mission, Support with Quality: Ensure the primary message consistently revolves around the pro-life mission ("Drink Coffee. Save Lives."), while reinforcing it with details about the coffee's premium quality, ethical sourcing, and health benefits.
• •Use Storytelling Authentically: Continue to share the founder's story, the meaning behind the "Seven Weeks" name, and the tangible impact of donations (e.g., number of centers supported, estimated lives saved). This builds connection and reinforces sincerity.
• •Maintain a Hopeful and Empowering Voice: Even when discussing sensitive topics, focus on the positive impact and the power of collective action. Use uplifting language that inspires customers to feel good about their contribution.
• •Be Consistent Across All Platforms: Whether it's a website banner, an Instagram caption, a TikTok video, or an email newsletter, the core values (pro-life, quality, ethical, faith) and passionate, purpose-driven tone should be immediately recognizable.
• •Engage with Community & Share Testimonials: Actively engage with the community that supports the brand. Sharing customer testimonials and stories from partner pregnancy centers can amplify the brand's message and social proof authentically.

Social Perception

Perceived as a high-integrity company that allows customers to support the pro-life cause through a daily habit. Seen as a positive alternative to companies that may support opposing viewpoints. Viewed favorably by conservative/Christian media as a successful example of a values-driven business making a tangible impact. The defining characteristic is its strong pro-life stance.

Copy Examples

• •Headline: Your Morning Coffee Can Echo a Heartbeat. Body: At Seven Weeks Coffee, every brew supports life. We donate 10% of each sale to pregnancy care centers, helping them provide vital ultrasound services. Choose exceptional, ethically sourced coffee that aligns with your values. Drink with purpose. Call to Action: Shop Our Blends & Save Lives.
• •Headline: More Than Just a Great Cup. It's a Stand for Life. Body: We believe in coffee that's as good for the soul as it is for the palate. That's why we offer organically farmed, delicious coffee and give back to protect the unborn. Join tens of thousands who are making a difference, one sip at a time. Call to Action: Discover the Seven Weeks Difference.
• •Headline: Fuel Your Day. Fund Their Future. Body: Start your mornings with the rich taste of Seven Weeks Coffee and the warmth of knowing you're supporting a critical mission. Our direct trade beans ensure quality for you and fair wages for farmers, while 10% of your purchase empowers pregnancy centers nationwide. Call to Action: Subscribe & Become a Lifesaver.
• •Headline: The Taste of Hope. The Aroma of Life. Body: Named for that precious moment a baby is the size of a coffee bean and a heartbeat is heard, Seven Weeks Coffee is dedicated to protecting every beating heart. Enjoy our premium, low-acid blends knowing you're part of something bigger. Call to Action: Explore Our Mission-Driven Coffee.
• •Headline: Coffee That Cares. From Farm to Heartbeat. Body: We're committed to ethical practices every step of the way—from paying our farmers 300% above fair trade to donating to life-affirming pregnancy centers. Choose Seven Weeks Coffee for a cup that’s pure in quality and purpose. Call to Action: Make Your Next Coffee Count.