Brand Tone

irreverent, humorous, edgy, and counter-cultural

Brand Values

• •Authenticity & Being True to Themselves
• •Humor & Creativity
• •Quality Coffee
• •Ethical Sourcing
• •Community & Engagement
• •Anti-Establishment & Challenging Norms
• •Harmony (paradoxically)

Best Practices

• •Embrace the "Joyful Nihilism" Concept: Consistently weave in the blend of dark humor, playful irreverence, and an underlying appreciation for quality.
• •Use Witty, Engaging, and Slightly Provocative Language: Don't be afraid to be bold and challenge conventions in your wording, similar to their social media and past coffee names.
• •Incorporate Internet/Meme Culture (Authentically): If using memes or internet slang, ensure it aligns with the brand's established edgy humor and doesn't feel forced.
• •Maintain an "Anti-Establishment" yet Inclusive Voice: Position the brand as an alternative to the mainstream without alienating potential customers. The humor should be a shared joke, not an insult.
• •Highlight Quality Amidst the Chaos: While the tone is humorous and irreverent, always subtly reinforce the serious commitment to high-quality, ethically sourced coffee. This contrast is key to the brand's appeal.

Social Perception

unique, bold, and unconventional brand with a strong personality and a cult following

Copy Examples

• •(Social Media Post): "Another day, another existential crisis. Fuel it with our [Coffee Name]. Might not solve your problems, but at least your despair will be well-caffeinated. #JoyfulNihilism #DarkArtsCoffee #SeriouslyGoodCoffee"
• •(Product Description): "Behold! The [Coffee Name]. Roasted with the kind of dark magic that turns grumpy mornings into... well, slightly less grumpy mornings. Expect notes of [Flavor Note 1], [Flavor Note 2], and the faint sound of your responsibilities weeping. You're welcome."
• •(Email Subject Line): "Your Sanity (Probably) Needs This Coffee."
• •(Website Banner): "Dark Arts Coffee: Making doomscrolling more delicious since 2014. We take our coffee seriously, ourselves? Not so much."
• •(Merchandise Copy - for a t-shirt): "Fueled by Dark Arts & Questionable Life Choices. (At least the coffee's good.)"