Brand Tone

Passionate & Dedicated, Artisanal & Meticulous, Educational & Informative, Minimalist & Modern, Community-Focused & Welcoming, Progressive & Evolved

Brand Values

• •Quality & Excellence
• •Provenance & Transparency
• •Craftsmanship & Artistry
• •Innovation & Evolution
• •Community & Connection
• •Hospitality
• •Sustainability

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your tone (e.g., passionate, meticulous, educational, minimalist, welcoming, progressive). Provide examples of do's and don'ts for language, sentence structure, and word choice.
• •Prioritize "Provenance" and "Quality" in Messaging: Consistently weave in the stories of the coffee origins, the farmers, and the meticulous processes that ensure high quality. Use descriptive language that evokes the unique flavors and characteristics of the beans.
• •Maintain a Sophisticated yet Accessible Style: While the subject is specialty coffee, avoid overly technical jargon that could alienate newcomers. Aim for clarity and elegance in your writing, making complex ideas understandable and inviting.
• •Reflect Passion and Dedication: Let the genuine enthusiasm for coffee shine through. Use words that convey commitment, artistry, and a continuous quest for improvement. Share the "why" behind your choices.
• •Visual and Textual Harmony: Ensure that the tone of the copy aligns with the visual identity (minimalist, modern, high-quality imagery). The words should feel like a natural extension of the brand's aesthetic and overall experience.

Social Perception

A High-Quality, Specialty Roaster, Knowledgeable & Passionate, Innovative & Trend-Setting, Focused on the Coffee Experience, Aesthetic & Well-Designed, A Destination for Coffee Enthusiasts, Community-Oriented

Copy Examples

• •Headline: Beyond the Brew: Discover the Story in Every Sip. Body: At HEX, coffee is more than a morning ritual. It's a journey from farm to cup, a celebration of dedicated growers, and a meticulous craft. We source vibrant, unique beans and roast them to let their true provenance shine. Taste the difference dedication makes. #HexCoffee #ProvenanceDriven #ArtisanRoast
• •Headline: Curated for Curiosity. Crafted with Passion. Body: Like an art curator, we carefully select coffees that tell an interesting and unique story. From the highlands of Ethiopia to the mountains of Colombia, each bean is chosen for its exceptional character and the relationships that bore it. Explore our latest offerings and find your new favorite. #HexRoasters #SpecialtyCoffee #RelationshipCoffee
• •Headline: Evolving the Coffee Experience. Body: We believe the standard for coffee can always be elevated. Our new Hex Coffee, Kitchen & Natural Wines at Camp North End is our latest step in reimagining what a coffee shop can be – a space where exceptional coffee, thoughtfully crafted food inspired by our heritage, and natural wines converge. Join us and taste the evolution. #HexKitchen #CharlotteCoffee #ModernCafe
• •Headline: The Art of Clarity: Roasting for Terroir. Body: Our goal is simple: to illuminate the quality within each coffee. We roast meticulously, fine-tuning every batch to highlight the unique characteristics shaped by its origin. Bright, fruited, authentic – this is coffee that speaks of its journey. #HexCoffeeRoasters #LightRoast #TerroirDriven
• •Headline: More Than a Café. It's a Connection. Body: From our early pop-up days, community has been at the heart of HEX. We're dedicated to creating warm, inviting spaces where people can connect over exceptional coffee and shared experiences. It's about honoring the growers, delighting our guests, and constantly seeking better ways to tell the story of coffee. #CommunityCoffee #HexCharlotte #SpecialtyJourney