Brand Tone

Curated, Passionate, and Community-Centric. It is sophisticated but not pretentious, balancing expert knowledge of coffee with a warm, welcoming voice. The language used across its platforms is intentional and clean, mirroring its minimalist aesthetic, speaking with passion about the craft of coffee while fostering belonging.

Brand Values

• •Quality & Craftsmanship
• •Aesthetic & Design
• •Community & Connection
• •Inspiration & Creativity

Best Practices

• •Always emphasize the detail, origin, and care that goes into the coffee. Use sensory and specific language (e.g., "notes of orange and mild chocolate") rather than generic terms.
• •Use descriptive language that evokes the taste of the coffee and the feel of the space—words like "sun-drenched," "calm," "humming with discourse," "vibrant," and "cozy."
• •Use "you" and "we" to create a direct connection. Frame the cafe as a shared space for everyone, from the coffee aficionado to the student looking for a place to study.
• •Ensure the copy's clean, minimalist, and curated tone perfectly matches the high-quality, uncluttered photography and design used on social media and the website.
• •The tone should feel premium and knowledgeable but never exclusive or intimidating. It's about celebrating and sharing a passion for great coffee with everyone, making expertise feel like an invitation.

Social Perception

Chrome Yellow is perceived as a premier coffee destination in Atlanta, known for its exceptional quality and stylish, inviting environment. Customers view it as a reliable spot for excellent coffee and a comfortable place to work or socialize. It is considered a "staple spot" that successfully combines a high-end coffee experience with a casual, trendy, and welcoming vibe. The brand is seen as a key player in Atlanta's vibrant creative and coffee scenes.

Copy Examples

• •Meet Ethiopia Koke Honey. Sun-dried to perfection, this bean carries bright notes of strawberry jam and delicate florals. It’s a cup that feels like sunshine. We’re roasting it all week in the Old Fourth Ward. Come experience the craft. #ChromeYellowCoffee #SpecialtyCoffee #AtlantaCoffee
• •More Than a Roaster. A Partner. Elevate your coffee program with beans roasted with intention and care. Let's build something great together. [Become a Wholesale Partner]
• •Your weekly ritual, reimagined. ☕️
• •The vessel for your morning craft. Our signature shop mug, designed with clean lines and a comfortable hold to make your daily coffee ritual feel intentional. Bring the Chrome Yellow experience home.
• •Your new favorite spot is waiting. Whether you're collaborating on a new project or savoring a quiet moment, we've got the coffee and the space for it. Join us at Chrome Yellow. #AtlantaCoffeeShop #O4W