Brand Tone

friendly, welcoming, and comforting

Brand Values

• •Quality
• •Comfort & Respite
• •Community & Connection
• •Inclusivity/Accessibility
• •Sustainability & Doing Good
• •Innovation & Growth

Best Practices

• •Embrace "The Hugg": Always circle back to the core concept of warmth, comfort, and embrace in your messaging. Use words that evoke positive emotions and a sense of welcome.
• •Speak Like a Friend: Adopt a conversational, approachable, and friendly language. Avoid overly formal or technical jargon. Imagine you're talking to a friend about a great coffee spot.
• •Highlight Inclusivity: Regularly feature the "East meets West" philosophy and the variety of offerings to ensure the copy appeals to a broad audience with different preferences.
• •Show, Don't Just Tell, Community: Instead of just saying you're community-focused, share stories (with permission), highlight local partnerships, or create copy that encourages interaction and sharing.
• •Be Genuinely Uplifting: Ensure the overall message is positive and aims to brighten the customer's day, aligning with the brand's goal to "uplift and inspire."

Social Perception

Huggs Coffee is generally perceived as a reliable homegrown coffee chain offering a comfortable space and a diverse menu that bridges local and international coffee styles.

Copy Examples

• •More than just coffee, it's a warm Hugg. Your daily pause, your moment of comfort. Find your embrace at Huggs Coffee. #HuggsCoffee #YourDailyHugg
• •East meets West in perfect harmony! Sip on our new [Drink Name], a delightful blend that feels like a comforting hug in a mug. Come say hi and try it today! #HuggsNewBrew #ComfortInACup
• •Building community, one cup at a time. At Huggs, everyone's welcome. Share a coffee, share a moment. #HuggsCommunity #SingaporeHomegrown
• •Need a little pick-me-up? We've got you. Enjoy [Offer Details] this week and let us add a little warmth to your day. Because everyone deserves a Hugg. #HuggsDeals #WarmEmbrace
• •Sip sustainably, feel good. Our coffee is crafted with care for you and our planet. Join us in making a difference, one delicious cup at a time. #HuggsCares #EcoFriendlyCoffee