Brand Tone

Welcoming & Friendly, Passionate & Enthusiastic, Authentic & Genuine, Community-Oriented, Relaxed & Casual, Slightly Playful/Quirky

Brand Values

• •Quality
• •Community
• •Authenticity
• •Passion
• •Hospitality
• •Experience

Best Practices

• •Know Your Audience, Speak Their Language: Understand who Captain Roy's is talking to (locals, coffee enthusiasts, music lovers) and use language that resonates with them – friendly, familiar, and inclusive. Avoid overly technical jargon unless explaining a coffee nuance in an accessible way.
• •Embrace the "Local Friend" Persona: Write as if you're a knowledgeable and enthusiastic local friend recommending a great spot or sharing exciting news. Keep it genuine and avoid overly formal or corporate speak.
• •Highlight Community and Connection: Weave in references to Des Moines, local events, and the shared experience of being part of the Captain Roy's community. Use "we," "us," and "our" to foster a sense of belonging.
• •Let Passion Shine Through: Whether it's about a new coffee roast, a band playing, or a food special, let the genuine enthusiasm for what Captain Roy's offers come through in the words. Use positive and descriptive adjectives.
• •Be Consistent Across All Channels: Ensure the welcoming, passionate, and community-focused tone is maintained whether it's a website update, a social media post, an email newsletter, or even in-store signage. This builds a cohesive and recognizable brand voice. Regularly review content to ensure it aligns with the established tone.

Social Perception

A Local Gem, Destination Spot, High-Quality Provider, Community Hub, Friendly & Welcoming, Reliable & Consistent

Copy Examples

• •☀️ Mornings just got a whole lot brighter, Des Moines! Introducing 'Riverbend Brew' – our latest small-batch roast, crafted with notes of sunshine and good vibes. Smooth, bold, and ready to kickstart your day the Captain Roy's way. Swing by the shop or grab a bag online. Your adventure awaits! #CaptainRoys #DSMcoffee #NewRoast #ShopLocalDSM
• •Get ready to tap your feet! 🎶 This Saturday, [Band Name] is hitting the Captain Roy's stage with their awesome [Genre] tunes. Grab your crew, a craft brew (or a signature latte!), and soak up the riverside vibes. Music kicks off at 7 PM. See ya there, neighbors! #LiveMusicDSM #CaptainRoysEvents #DesMoinesNightlife #SupportLocalMusic
• •Hey, Captain Roy's crew! 👋 What's your go-to coffee order when you visit us? Are you an classic black coffee purist, a creamy latte lover, or do you dive straight for our seasonal specials? Share your faves in the comments – we love hearing what makes your day! 👇 #CaptainRoysCommunity #CoffeeTalk #DSMfavorites #YourCoffeeShop
• •More than just coffee, Captain Roy's is where Des Moines comes to connect. Nestled by the river, we're passionate about roasting the good stuff, serving up delicious bites, and bringing you the best local music. We believe in good coffee, good company, and good times. Welcome aboard!
• •Rep your favorite riverside hangout! 😎 Our new Captain Roy's [T-shirt Description, e.g., 'Sunset Logo'] tees have just dropped. Super soft, super cool, and perfect for all your Des Moines adventures. Snag yours at the shop or online – link in bio! #CaptainRoysMerch #DSMstyle #WearYourLocal #CoffeeGear