Brand Tone

authentic, warm, community-oriented, and human-centric. It carries an approachable and slightly rebellious or indie spirit

Brand Values

• •Community
• •Humanity / "Coffee in the service of humans"
• •Authenticity & Transparency
• •Ethical Sourcing & Support for Local Producers
• •Quality
• •Solidarity
• •Joy and Meaningful Living

Best Practices

• •Lead with "Coffee in the Service of Humans": Ensure this core philosophy underpins all messaging. Every piece of copy should reflect a genuine care for people – customers, staff, and producers.
• •Tell Authentic Stories: Share the narratives behind the coffee (farmers, origins), the people (staff, community members), and the brand's journey. Avoid overly polished or generic marketing speak.
• •Embrace the "Misfit" Charm: Don't be afraid to be a little quirky, passionate, and even slightly unconventional, reflecting the brand's blend of Filipino folk, punk, and psychedelic influences. Keep it real and relatable.
• •Incorporate Local & Community Language: Naturally weave in Filipino terms (like "Para Sa Tao", "kape," "apalya") and emphasize community connection ("our El Union family," "your surftown spot") to reinforce roots and inclusivity.
• •Be Consistent with Core Values: Regularly highlight themes of ethical sourcing, support for local farmers, quality craftsmanship, and the importance of human connection and solidarity in your content.

Social Perception

a beloved and iconic institution, particularly in La Union, and a pioneer in the Philippine third-wave coffee scene. It's seen as more than just a coffee shop; it's a destination and a community hub with a distinct, cool, and "Instagram-worthy" "surftown" vibe.

Copy Examples

• •More than just your morning caffeine fix. It’s a cup of community, a taste of La Union sunshine, and a commitment to the hands that harvested it. That's coffee in the service of humans. That’s El Union. #ElUnionCoffee #ParaSaTao #PhilippineCoffee
• •From the rich soil of the Cordilleras to our roastery, to your cherished ritual. We’re proud to champion Filipino beans and the incredible farmers behind them. Discover the story in every sip. #SupportLocalPH #ElUnionRoastery #FilipinoCoffeeJourney
• •That feeling when the surf’s up and the coffee’s brewing just right. Find your vibe, share a story, and become part of our aplaya family. Dirty Horchata, anyone? 😉 #SurftownSoul #ElUnionVibes #GoodCoffeeGoodCompany
• •Building connections, one cup at a time. For us, 'Para Sa Tao' isn't just a phrase, it's our promise – to our team, our farmers, and to you. Because we're all in this together. #ElUnionValues #CommunityFirst #EthicalBrew
• •Remember that perfectly messy grilled cheese and the laughter shared over cold brew? We're not just making coffee; we're crafting moments. Come make some memories with us. #ElUnionExperience #MoreThanCoffee #LaUnionOriginal