Brand Tone

Approachable, warm, elevated, and authentic

Brand Values

• •Quality & Craftsmanship
• •Community & Connection
• •Sustainability & Ethical Sourcing
• •Transparency & Education
• •Innovation

Best Practices

• •Emphasize Storytelling: Always weave in the narrative of the coffee's origin, the farmers' dedication, or the craftsmanship involved in each cup. This reinforces authenticity and connection.
• •Use Warm and Inclusive Language: Make the copy feel welcoming and accessible to both coffee connoisseurs and casual drinkers. Avoid overly technical jargon unless explained in an approachable way.
• •Highlight Quality with Specificity: Instead of just saying "high quality," mention "award-winning beans," "single-origin espresso," "house-crafted syrups," or specific flavor notes to provide tangible proof of quality.
• •Connect Coffee to Community: Regularly mention initiatives like Friend2Farmer or local community engagement to underscore the brand's commitment beyond just selling coffee.
• •Maintain an Educational Yet Humble Voice: Share knowledge about coffee in a way that empowers and informs customers, rather than making them feel uninitiated. The tone should be passionate but not pretentious.

Social Perception

Customers generally perceive Crimson positively, appreciating the quality of coffee, the variety of unique drinks (including seasonal options), and the friendly customer service. The brand is seen as a step above mainstream coffee shops, offering a more specialized and craft-focused experience. Their commitment to direct farmer relationships and community initiatives is a recognized and appreciated aspect.

Copy Examples

• •More Than a Morning Ritual. It's a Connection. From the dedicated farmers who cultivate our beans to the handcrafted brew in your cup, every sip of Crimson coffee tells a story. Discover the journey. Taste the difference.
• •Crafted for Your Moment. Whether it's a vibrant single-origin espresso to kickstart your day or a soothing loose-leaf tea for a quiet afternoon, find your perfect cup at Crimson. Where quality meets comfort.
• •Sip Sustainably. Support Communities. With every Crimson coffee, you're part of something bigger. Our Friend2Farmer initiative ensures we give back to the hands that harvest our beans. Taste good, do good.
• •Your Neighborhood Coffee, Elevated. Experience the warmth of your local café, infused with the passion of global coffee artisans. Explore unique flavors and the stories behind them, right here at Crimson.
• •Beyond the Bean: An Invitation to Explore. We're passionate about sharing the art and science of exceptional coffee. Ask our baristas, discover new brewing methods, and taste the dedication in every cup. Your coffee journey starts at Crimson.