Brand Tone

Approachable, Traditional, Cozy

Brand Values

• •Community
• •Quality & Freshness
• •Sustainability & Ethics
• •Tradition & Heritage

Best Practices

• •Lead with "Community & Comfort": Always frame the narrative around being a welcoming place for friends and neighbors. Use words like "cozy," "gathering place," "your spot," and "tradition."
• •Emphasize Heritage, Not Just Age: Instead of just saying "we're old," tell the story. Reference being a pioneer, a local institution, and a part of Newport Beach's fabric for decades.
• •Lean into User-Generated Content: Actively share and engage with customer posts, especially on Instagram and TikTok. This reinforces the brand's community-driven perception and leverages the authentic buzz around products like the chai latte.
• •Keep the Language Simple and Sincere: Avoid overly polished marketing jargon. The tone should feel as genuine and down-to-earth as the café itself. The message is simple: organic coffee, homemade food, good company.
• •Connect Product to Values: When talking about the coffee, briefly link it back to the core values of organic sourcing, freshness, and sustainability. For example, "Your daily cup of our 31st Street Blend supports sustainable farms and our decades-long commitment to quality."

Social Perception

A Beloved, Trendy Local Gem.

Copy Examples

• •The heart of the neighborhood since 1985. Your morning ritual is our tradition. #AltaCoffee #NewportBeach #OrganicCoffee
• •It starts with a better bean. For over 30 years, we've chosen organic, shade-grown coffee that's better for farmers, the planet, and your cup. Taste the difference tradition makes. #AltaCoffee #SustainableSourcing #FairTrade
• •You’ve seen it, you’ve heard about it. Now it’s your turn to try it. Our vanilla chai—worth the hype since before there was hype. #AltaChai #ChaiLatte #NewportBeachEats
• •Good Friends. Great Coffee. Decades of Memories. From our start in an old bookstore to the heart of Cannery Village, we've been your cozy corner of Newport Beach since 1985. Welcome home.
• •A classic since the beginning. How do you Alta? [Poll: Hot Coffee / Iced All Year]