Brand Tone

Passionate, sincere, community-focused, genuine, heartfelt, approachable, educational, and expert without being intimidating. It invites customers to appreciate the 'art' of coffee and makes specialty coffee accessible.

Brand Values

• •Quality and Freshness
• •Ethical Sourcing and Sustainability
• •Community and Connection
• •Philanthropy

Best Practices

• •Always Lead with Passion and Purpose: Every piece of copy, from a tweet to a product description, should reflect the brand's love for the craft of coffee and its commitment to its charitable mission. The "why" behind the brand is its strongest asset.
• •Maintain the Founder's Voice: Continue using a personal and sincere tone, as if Zach, the owner, is speaking directly to the customer. This builds trust and authenticity, making the brand more relatable than larger, more corporate competitors.
• •Educate, Don't Intimidate: When talking about flavor notes, origins, or brewing methods, frame it as an exciting discovery rather than a complex science. The goal is to make specialty coffee accessible to everyone, regardless of their coffee knowledge.
• •Highlight Social Proof and Community: Regularly feature customer reviews, testimonials, and user-generated content. This reinforces the "community" value and lets satisfied customers become the most effective brand advocates.
• •Connect Every Product to its Impact: For blends tied to a specific charity, always mention it. This reinforces the brand's philanthropic value at every touchpoint and gives customers a compelling, non-product-related reason to choose Happily Coffee.

Social Perception

Overwhelmingly positive, characterized by exceptional product quality (smooth, flavorful, fresh), appreciation for the brand's mission (charitable contributions, small business support), and excellent customer service (fast shipping, positive interactions).

Copy Examples

• •This is more than just your morning coffee. This is a cup of hope. Our Happily Ever After blend, with its smooth notes of s'mores and sweet vanilla, is roasted with intention, right here in Atlanta. And the best part? 10% of every bag sold goes to support CURE Childhood Cancer. Start your day with a coffee that tastes good and does good. #HappilyCoffee #CoffeeWithACause #SpecialtyCoffee #DrinkHappily
• •For the bold and the brave. Our Glory Glory blend is a celebration of deep, rich flavor. We source specialty-grade Arabica beans from Brazil and Mexico and roast them to dark perfection to bring out luxurious notes of dark chocolate, butterscotch, and roasted almond. It’s a full-bodied experience crafted for the discerning coffee lover. Fuel your passion and support a great cause—10% of profits from this blend help the Athens Area Humane Society find forever homes for dogs and cats.
• •Subject: "Freshly Roasted Just For You + A Story We Have to Share" Body Snippet: "Hi [Customer Name], Zach here. I just finished roasting a fresh batch of our limited edition Ethiopia Guji, and the aroma is incredible. It got me thinking about why I started Happily Coffee in the first place—to share the art of coffee with people like you..."
• •Tired of bitter coffee? 😩 -> We roast every batch ourselves. -> So it's always fresh & smooth. -> Plus, we give back to charity with every bag! -> Taste the difference. ❤️
• •Headline: "Don't Settle for Stale Coffee." Body: "Your perfect cup is waiting. Our customers say our small-batch coffee is the freshest they've ever tasted. Smooth, flavorful, and delivered right to your door. Find your new favorite blend and join the Happily Coffee family today. Your first order ships free!"