Brand Tone

Authentic & Passionate, Community-Oriented & Welcoming, Ethical & Conscious, Proud & Cultural, Resilient & Driven

Brand Values

• •The 3 C's: Coffee, Community, Culture
• •Quality & Authenticity
• •Sustainability & Ethical Sourcing
• •Equity & Inclusivity
• •Connection & Relationships
• •Heritage & Tradition

Best Practices

• •Always Lead with the "3 C's": Ensure that "Coffee, Community, Culture" are woven into messaging wherever appropriate. This reinforces the core identity.
• •Share Authentic Stories: Continue to highlight the founder's journey, the origins of the coffee, and the impact on the community. Personal narratives build connection and trust.
• •Emphasize Ethical and Sustainable Choices: Clearly communicate the commitment to organic, fair-trade, and environmentally conscious practices. This appeals to the conscious consumer.
• •Use Inclusive and Welcoming Language: Employ a warm, inviting tone that reflects the brand's community focus and Afro-Latino heritage. Make everyone feel like part of the "familia."
• •Maintain Visual Consistency: Ensure that imagery and branding (logo, colors) across all platforms align with the themes of Dominican culture, warmth, and quality coffee, as seen in their collaborations and café aesthetic.

Social Perception

A Cultural Gem, Community-Focused, High-Quality Coffee Provider, Mission-Driven, An Inspiring Immigrant Story, More Than Just Coffee

Copy Examples

• •Headline: From Our Campo to Your Cup: The Bronx's Own Dominican Coffee. Body: At Don Carvajal Café, every bean tells a story of heritage, community, and the relentless New York hustle. We're not just roasting coffee; we're brewing change, connecting the vibrant fields of the Dominican Republic to our beloved city. Taste the tradition, feel the passion. #DonCarvajalCafe #DominicanCoffee #BronxBrewed #CoffeeCultureCommunity
• •Headline: More Than a Café. It's a Connection. Body: Step into Don Carvajal Café and feel the warmth. It's in our ethically sourced coffee, our Afro-Latino roots, and our commitment to building a more inclusive coffee world, right here in the heart of the Bronx and Irvington. Join our familia. #3Cs #CoffeeCommunityCulture #EthicalCoffee #NYCCoffee
• •Headline: Guilt-Free Coffee, Full-Heart Flavor. Body: Sip sustainably with Don Carvajal Café. We're dedicated to organic, ethically produced coffee that honors both the planet and the hardworking farmers behind every cup. Experience the rich taste of the Dominican Republic and know you're part of something good. #SustainableSips #OrganicCoffee #FairTrade #DonCarvajalDifference
• •Headline: The Soul of the Dominican Republic, Roasted in NYC. Body: Discover the authentic taste that's waking up New York. Don Carvajal Café brings you specialty coffee, steeped in tradition and roasted with passion. It’s a celebration of our culture, a testament to community, and your perfect daily cafecito. #DominicanHeritage #SpecialtyCoffee #NYCCafe #AfroLatinoOwned
• •Headline: Brewing a Better Tomorrow, One Cup at a Time. Body: We believe in the power of coffee to unite, uplift, and inspire. Don Carvajal Café is committed to fostering community, championing ethical practices, and sharing the vibrant culture of Dominican coffee with the world. Join the movement. #BrewingChange #CoffeeWithAPurpose #CommunityLove #DonCarvajalStory