Brand Tone

Aspirational, communal, and quality-focused, with an inviting, inclusive, elevated, enthusiastic, and direct approach.

Brand Values

• •Connection and Community
• •Quality and Excellence
• •Sustainability and Fair Trade
• •Accessibility and Affordability
• •Support for Local Businesses

Best Practices

• •Lead with "Why": Always start with the core belief that coffee connects people. Frame product announcements and marketing messages around the ideas of community, shared moments, and connection.
• •Use Inclusive and Aspirational Language: Employ words like "we," "us," "together," and "join us" to foster a sense of community. Use aspirational phrases that elevate the simple act of drinking coffee into a meaningful experience.
• •Maintain a Confident but Humble Voice: Be confident in the quality of your product, as seen in the "best in the world" statement, but balance it with a focus on the customer experience and the community you are building.
• •Highlight Ethical Commitments Subtly: Weave in mentions of sustainability and fair wages as reasons to believe in the brand's quality and integrity, rather than as standalone, preachy statements.
• •Be Direct and Enthusiastic in Calls to Action: When promoting products, use clear, energetic, and direct language that creates excitement and encourages immediate engagement, such as "Shop Now!" or "Get Yours!".

Social Perception

The public perception is positive, highlighting the quality of coffee and appealing brand image. Customers often describe the coffee as "remarkable" and the brand as "impressive," noting the aesthetic appeal and accessibility as a noteworthy coffee spot integrated into daily life.

Copy Examples

• •Discover the taste of connection. Our new single-origin beans are more than just coffee; they're an invitation to pause, share, and connect. Sourced sustainably, roasted locally. Brew a moment with Heer™.
• •Your perfect cup, anywhere. We've captured the soul of our coffee in convenient drip bags for you to enjoy on the go. Because a great day can start anytime, anyplace. #HeerCoffee
• •What does your #HeerMoment look like? Share a photo of you enjoying your coffee and tag us! We believe every cup tells a story, and we want to hear yours. Let's build this community together.
• •A coffee that feels as good as it tastes. With every sip of Heer™, you're supporting sustainable farming and fair wages. Join us in making a difference, one delicious cup at a time.
• •Heer™ x [Local Bakery Name]: The perfect pairing. We've teamed up to bring you an unforgettable coffee and pastry experience. Stop by and taste what happens when local passions collide.