Brand Tone

Nostalgic & Traditional, Unpretentious & No-Nonsense, Humorous & Witty (with a New York edge), Reliable & Trustworthy, Straightforward & Clear

Brand Values

• •Heritage & Legacy
• •Value & Affordability
• •Quality & Consistency
• •Authenticity
• •Resilience & Adaptability
• •Inclusivity & Progressiveness (Historically)
• •Sustainability (emerging)

Best Practices

• •Embrace the Heritage, Don't Dwell in the Past: Reference the rich history and New York roots authentically, but frame it in a way that’s relevant to today’s coffee drinker. Avoid sounding dated.
• •Keep it Real and Relatable: Use straightforward, honest language. Avoid jargon or overly trendy 'coffee-snob' terms. The tone should feel like a friendly, no-nonsense New Yorker giving good advice.
• •Inject Humor Wisely: A touch of wit and playful humor, especially with a New York sensibility (think clever, a bit direct, self-aware), can be engaging. Ensure it aligns with the 'no-nonsense' value and doesn't become silly. The 'Get Roasted' campaign is a good example.
• •Highlight Value Beyond Price: While affordability is key, emphasize the *value* proposition: great, consistent taste and quality *for* the price. It’s about being smart and unpretentious, not just cheap.
• •Be Clear and Unambiguous: Continue to be upfront about '100% Coffee. No Nuts.' This clarity builds trust. Extend this straightforwardness to all product descriptions and benefits (e.g., 'all-purpose grind,' 'recyclable steel can').

Social Perception

Iconic & Classic Americana, Nostalgic Favorite, Dependable & Good Value, Potentially Confusing Name, Respected for its History, Unfussy Choice

Copy Examples

• •Headline: Still Heavenly. Still Down-to-Earth Prices. Body: Chock full o’Nuts. New York’s favorite coffee since 1932, bringing you that same great taste without the fancy price tag. 100% coffee. No nuts, no nonsense.
• •Headline: Get New York Roasted. (And We Don't Mean in Traffic.) Body: Life’s complicated enough. Your coffee shouldn’t be. Chock full o’Nuts delivers a dependably delicious cup, every time. What’s not to love?
• •Headline: From the Great Depression to Your Morning Rush. We’ve Been There. Body: For nearly a century, Chock full o’Nuts has been brewing bold, smooth coffee. We started by keeping New Yorkers going, and we’re still doing it. The original taste of resilience.
• •Headline: No Frills. No Nuts. Just Great Coffee. Period. Body: Forget the hype. Chock full o’Nuts is about one thing: a rich, satisfying cup of coffee you can count on. It’s that simple. Always has been, always will be.
• •Headline: The Steel Can Advantage: Fresh Coffee, Less Waste. Body: Our classic steel can isn't just iconic, it's infinitely recyclable and locks in that 'Heavenly Coffee' freshness. Good for your taste buds, good for the planet.