Brand Tone

Passionate & Dedicated, Knowledgeable & Expert, Principled & Ethical, Welcoming & Community-Focused, Authentic & Unpretentious, Modern & Minimalist

Brand Values

• •Uncompromising Quality
• •Veganism
• •Ethical Sourcing
• •Craftsmanship
• •Community Engagement
• •Authenticity
• •Innovation

Best Practices

• •Always showcase the meticulous care, from sourcing unique beans to the art of roasting and brewing. Use vivid language that highlights the sensory experience of the coffee.
• •Consistently and proudly communicate that all offerings are 100% plant-based. This is a core value and a significant draw.
• •Educate your audience about coffee origins, flavor notes, and brewing in an engaging and approachable manner, avoiding pretension while showcasing expertise.
• •Use inviting language in all communications. Share stories that connect your audience to your team, your local roots, and the welcoming atmosphere of your café.
• •Let your genuine passion for coffee and ethical practices shine through. Reference your origins and unwavering commitment to your core values to build trust and connection.

Social Perception

Highly esteemed for its exceptional coffee, leading specialty roaster, cool, inviting, and genuine spot, must-visit destination, commitment to ethical practices

Copy Examples

• •Headline: Crafted in Valpo. Savored Everywhere. Body: Discover Dagger Mountain: where passion for the perfect roast meets 100% vegan goodness. Each bean tells a story of ethical sourcing and uncompromising quality. Taste the dedication. #DaggerMountain #ArtisanCoffee #VeganRoastery
• •Headline: More Than Just Coffee. It's a Conscious Choice. Body: We believe in exceptional coffee that’s kind to the planet and all its beings. That's why every sip at Dagger Mountain is thoughtfully sourced and entirely vegan. Join our community of conscious coffee lovers. #EthicalCoffee #PlantBasedPerfection #DaggerMtn
• •Headline: Your Oasis of Flavor. Purely Vegan. Body: Escape into the world of Dagger Mountain. From rich, house-roasted espressos to innovative seasonal drinks, all crafted with 100% vegan ingredients. Find your bliss in every cup. #VeganCafe #SpecialtyRoasters #ValpoIndiana
• •Headline: From Our Garage to Your Mug: The Pursuit of Coffee Excellence. Body: Dagger Mountain was born from a simple passion: to roast and share the best coffees imaginable. We’re still on that journey, inviting you to experience authentic, expertly crafted, and always vegan coffee. #AuthenticRoast #CoffeeJourney #SupportLocal
• •Headline: Seriously Good Coffee. Zero Compromises. Purely Vegan. Body: At Dagger Mountain, we're obsessed with quality – from ethically sourced beans to the perfect pour. Experience the distinct taste of dedication and plant-based principles in every cup. #QualityCoffee #VeganValues #CraftRoaster