Brand Tone

Witty and Aspirational

Brand Values

• •Quality
• •Sustainability
• •Ethical Responsibility

Best Practices

• •Be Bold and Confident
• •Maintain a Witty and Engaging Voice
• •Emphasize Quality and Freshness
• •Communicate Ethical Values Clearly
• •Foster a Sense of Community

Social Perception

A Symbol of Change and Betterment

Copy Examples

• •Your daily grind just got an upgrade. Introducing the [Drink Name]—a bold new take on your coffee ritual. Dare to be better.
• •Good coffee starts with good choices. We partner with responsible growers to bring you a cup that’s not just delicious, but also ethically sourced. Sip with a clear conscience.
• •We’re brewing something new in [Neighborhood]. Come say hello to your new favorite coffee spot and let us make your day better.
• •Mornings are for better coffee. Grab a cup of our signature blend on your way to work and start your day on a high note.
• •What does a 'better moment' look like for you? Share a photo of your Better Coffee experience with #BetterMoments for a chance to be featured on our page.