Brand Tone

Approachable & Friendly, Passionate & Knowledgeable, Genuine & Authentic, Community-Focused, Slightly Humorous/Relatable

Brand Values

• •Quality
• •Relationships
• •Approachability
• •Craftsmanship
• •Integrity & Positive Impact
• •Consistency

Best Practices

• •Embrace the friendly, knowledgeable, and passionate "Good Folks" persona in all communications.
• •Prioritize clarity and simplicity, avoiding overly technical jargon to make coffee approachable for everyone.
• •Highlight the narrative of quality sourcing, meticulous roasting, and passion behind the product.
• •Foster community connection by using inclusive language and acknowledging Louisville roots and relationships with partners and customers.
• •Be authentic and transparent by sharing the real stories behind the coffee, the people involved, and the journey from bean to cup.

Social Perception

High-Quality Roaster, Reliable & Trusted, Locally Respected, "Good Folks" Image, Flavorful Coffee

Copy Examples

• •Say hello to your new morning ritual! 👋 Our latest single-origin from [Country/Region] is here, and it's a stunner. We’re tasting notes of [Flavor Note 1], [Flavor Note 2], and a hint of [Flavor Note 3] that just makes you smile. Sourced with care, roasted with love, right here in Louisville. Ready to make your day? Link in bio to grab a bag!
• •Real good coffee for real good folks. We travel the world for the best beans and roast them right here in Louisville, so you can enjoy an exceptional cup, every single day. Simple, delicious, and made with passion.
• •Meet the 'Daily Grind' Blend – your trusty companion for conquering Mondays, celebrating Fridays, and everything in between. We’ve carefully blended beans from [Region 1] and [Region 2] to create a super smooth, balanced cup with comforting notes of chocolate, roasted nuts, and a sweet finish. It’s the kind of coffee that just gets you. No fuss, just great taste.
• •This week, our roasters are buzzing about our [Specific Coffee]! Matt says, 'It’s like sunshine in a cup – bright, cheerful, and incredibly smooth.' We’ve worked hard to bring out its natural sweetness and complex character. Trust us, you’ll want to experience this one. Limited bags available!
• •Louisville runs on good coffee. And we’re proud to roast some of the best, right in your neighborhood. From our roastery to your home or favorite local cafe, taste the Good Folks difference. Freshly roasted, full of flavor, and made for you.