Brand Tone

Warm & Welcoming, Artisanal & Passionate, Community-Focused & Local, Authentic & Established, Quality-Driven & Conscious

Brand Values

• •Quality
• •Freshness
• •Craftsmanship/Artisanry
• •Community
• •Sustainability & Ethics
• •Customer Experience
• •Heritage & Family

Best Practices

• •Embrace "Coastal Warmth": Infuse copy with the welcoming, relaxed, and beautiful spirit of Carmel and the California coast. Use evocative language that paints a picture of the local charm.
• •Highlight the Craft: Consistently mention "small-batch roasting," "handcrafted," "artisan," and the care that goes into selecting and roasting beans to reinforce the quality and passion behind the product.
• •Speak from the "Family & Community" Perspective: Use "we" and inclusive language. Share stories about the team, the founders (where appropriate and briefly), and the local community involvement to build connection and trust.
• •Prioritize Authenticity & Transparency: Be genuine in your messaging. Clearly communicate your commitment to organic, fair trade, and sustainable practices – these are key differentiators and resonate with your conscious consumer base.
• •Maintain a Consistent Voice Across All Platforms: Whether it's a product description, a social media update, or an email newsletter, the tone should feel consistently like Carmel Valley Coffee Roasting Co. – friendly, knowledgeable, passionate about quality, and deeply connected to its roots. Develop a simple brand voice guide if one isn't already in place from the rebrand.

Social Perception

Highly Regarded Local Institution, Trusted Source for Quality Coffee, Friendly & Welcoming Environment, Authentic & Unpretentious, Ethically Conscious Choice

Copy Examples

• •Carmel Valley Coffee Roasting Co.: Your Daily Ritual, Crafted with Heart Since 1994.
• •Greet the day with Foglifter®, our signature organic blend. Roasted in small batches right here in Carmel, its smooth, full-bodied flavor is the perfect way to lift the morning mist and savor a true taste of the coast. A local favorite for over 30 years.
• •Sun-kissed mornings and the perfect cup. ☀️☕ Our baristas are crafting joy, one organic espresso at a time. Swing by one of our Carmel cafes and taste the dedication in every sip. What’s your go-to Carmel Valley Coffee order? #CarmelCoffee #OrganicRoasters #SupportLocal #TasteOfCarmel
• •Freshly Roasted & Delivered: Bring Carmel Valley Home.
• •More than just coffee, we're a Carmel Valley family. For three decades, we've poured our passion into every organic bean, every small-batch roast, and every cup shared with our community. We believe in coffee that’s good for you, good for the farmers, and good for our planet.