Brand Tone

Passionate, urgent, inspiring, direct, emotionally charged, empowering, and educational.

Brand Values

• •Social Justice
• •Activism
• •Transparency
• •Community
• •Faith and Hope
• •Quality

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission. Whether it's a product launch or a simple social media post, the fight against human trafficking should be the central theme.
• •Use Empowering Language: Employ strong, action-oriented words. Phrases like "Join the fight," "Be a hero," and "Make a difference" empower the customer and give them an active role in the brand's narrative.
• •Balance Urgency with Hope: While it's crucial to communicate the gravity of human trafficking, it's equally important to offer a message of hope and the real possibility of change. Showcase the positive impact of consumer support.
• •Be Transparent and Authentic: Share stories from the founder, updates on donations, and information about partner organizations. This builds trust and reinforces the brand's commitment to its values.
• •Highlight Product Quality: While the mission is paramount, continually reinforce the quality of the coffee. Positive taste experiences will drive repeat purchases and broaden the customer base beyond those solely motivated by the social cause.

Social Perception

Fightcoffee is perceived as a mission-driven and ethical brand, a 'coffee with a cause.' It is seen as a vehicle for consumers to easily contribute to a complex and urgent issue, with its product quality supporting the social mission.

Copy Examples

• •Your morning coffee can be more than just a routine. It can be a statement. Every cup of Fightcoffee helps fund the rescue and restoration of human trafficking survivors. Don't just wake up. Wake up and join the fight. #Fightcoffee #CoffeeWithACause
• •Taste the Difference. Be the Difference. Our 100% Arabica specialty coffee is responsibly sourced, but our true mission is to end human trafficking. With every bag you buy, you become part of the solution. Order now and empower change.
• •Introducing Freedom Blend, a medium-dark roast with notes of chocolate and a smooth finish. This isn't just delicious coffee; it's a cup of hope. 100% of profits support anti-trafficking organizations. Every sip is a step towards a world free from exploitation.
• •This is How Your Coffee Changed a Life Last Month. Thanks to your support, we were able to donate to our partners at [Partner Organization], directly funding an operation that... (share a brief, anonymous success story). See the impact you're making. And to say thank you, here's 10% off your next order.
• •Meet the everyday heroes. Our customers are the frontline of our mission. You drink the coffee, you fuel the fight. Tag us in your #Fightcoffee moments to be featured!