Brand Tone

Purpose-Driven & Sincere, Community-Focused & Welcoming, Passionate & Knowledgeable (about coffee), Warm & Authentic, Ethical

Brand Values

• •Generosity/Philanthropy
• •Community
• •Quality
• •Ethical Practices
• •Kindness & Hospitality
• •Service

Best Practices

• •Lead with the Mission: Ensure the "why" behind Axum – its charitable purpose – is consistently and clearly communicated across all platforms. This is a core differentiator.
• •Emphasize Community Stories: Share narratives of local impact, customer experiences, staff highlights (like barista achievements), and partnerships to reinforce the "gathering place" and supportive ethos.
• •Showcase Coffee Craftsmanship: Regularly highlight the quality of beans, the in-house roasting process, unique brewing methods, and the skill of your baristas to educate and engage coffee lovers.
• •Maintain a Warm and Authentic Voice: Use language that is friendly, genuine, and approachable, mirroring the welcoming in-store experience. Avoid overly corporate or pretentious jargon.
• •Visual Consistency: Ensure photography and videography reflect the warm, cozy, and community-oriented atmosphere of the cafes, featuring real people and high-quality product shots.

Social Perception

Axum Coffee is widely perceived as a beloved local business with a strong positive reputation in Winter Garden and surrounding areas. Customers and the community highly admire its charitable model and the tangible impact it makes. It's recognized for serving high-quality coffee, specialty drinks, and tasty food, including vegan options. The coffee shop is seen as a comfortable and inviting "community hub" or "gathering place." The connection to Mosaic Church is noted in some contexts, but the overwhelming public image is that of a mission-driven coffee business dedicated to broader charitable work. There's an appreciation for their efforts in coffee education and their passion for the craft.

Copy Examples

• •Sip with Purpose. Every cup of Axum coffee is fresh-roasted with passion and directly supports communities in need, from Axum, Ethiopia, to our own neighborhood. Taste the difference, make a difference.
• •Your Winter Garden Gathering Spot. Whether it's for a morning boost, a midday meeting, or a quiet moment, find your space at Axum. We're more than coffee; we're community.
• •Crafted with Care, Brewed for You. From carefully selected beans to our in-house roastery, we pour our hearts into every drink. Experience the Axum difference.
• •Instagram Caption: Fueling positive change, one delicious cup at a time. Join our mission to give back and build community. What’s your Axum favorite? #AxumCoffee #CoffeeWithACause #WinterGardenFL #SupportLocal
• •More Than Just Coffee. At Axum, we believe in the power of a great cup of coffee to bring people together and create real change. Enjoy exceptional brews and be part of something bigger.