Brand Tone

Warm and Friendly, Nostalgic and Cultured, Passionate and Dreamy, Playful and Joyful, Community-Focused

Brand Values

• •Connection & Community
• •Quality & Craftsmanship
• •Joy & Making People's Day Better
• •Nostalgia & Timelessness
• •Passion & Dreams
• •Sustainability

Best Practices

• •Embrace Nostalgia and Warmth: Use language that evokes fond memories, comfort, and a sense of belonging. Words like 'remember,' 'cherished,' 'cozy,' 'heartfelt,' and 'community' can reinforce this.
• •Tell a Story: Weave in elements of the Dear Francis origin story – the 'dream,' the 'coffee family,' the 'love of the café experience.' This makes the brand more relatable and human.
• •Focus on Connection: Highlight how coffee brings people together. Use phrases that speak to shared moments, conversations, and making someone's day better.
• •Maintain a Playful yet Sophisticated Voice: Balance the joyful, dreamy aspects with the brand's commitment to quality and its cultured, vintage-inspired aesthetic. The language should feel approachable but also refined.
• •Be Authentic and Passionate: Let the genuine love for coffee shine through. Use enthusiastic and descriptive language when talking about the beans, the roasting process, and the tasting experience. Express the 'dream' and 'wonder' associated with coffee.

Social Perception

Artistically Appreciated, Community-Oriented, Quality-Focused, Approachable & Warm

Copy Examples

• •Remember those unhurried mornings, filled with the aroma of fresh coffee and easy conversation? We bottled that feeling. Our [Coffee Blend Name] is a nod to those simple joys. What’s your favorite coffee memory? Share it below! #DearFrancis #CoffeeDreams #MorningRitual #ConnectOverCoffee
• •More Than Just Coffee, It's a Connection. Dear Francis: Born from a love of shared moments and the perfect cup. Come dream with us.
• •Portland, let's share a cup! Dear Francis is crafting daily joy, one freshly roasted bean at a time. Inspired by cozy café culture and a passion for connection. Taste the dream. Order online for delivery to your doorstep! #DearFrancisPDX #SupportLocalCoffee #PortlandCoffee #CommunityBrew
• •Introducing 'The Storyteller' – a blend as rich and warm as your favorite tales. With notes of [flavor note 1] and [flavor note 2], it’s crafted to inspire connection and spark conversations. Like a cherished memory, brewed just for you. #DearFrancis #NewCollection #CoffeeStory #CraftRoasted
• •Hey [Customer Name], we believe every day deserves a little moment of wonder. That's why we pour our hearts (and years of dreaming) into every bag of Dear Francis coffee. From our San Francisco-born coffee family to yours, here’s to finding joy in your daily ritual. [Link to Shop] #DearFrancisCoffee #YourDailyWonder