Brand Tone

Authentic & Passionate, Friendly & Welcoming, Proud & Independent, Community-Focused & Down-to-Earth, Quality-Conscious & Knowledgeable

Brand Values

• •Quality
• •Independence & Family
• •Community
• •Authenticity & Tradition
• •Customer Service
• •Integrity & Kindness
• •Sustainability & Responsibility
• •Collaboration

Best Practices

• •Embrace Texan Hospitality: Use warm, friendly, and approachable language. Incorporate a touch of local vernacular or references where appropriate, without overdoing it. Think 'y'all,' 'folks,' and a generally welcoming tone.
• •Highlight Heritage and Authenticity: Regularly weave in the story of their founding, their 'old school' roasting methods, and their commitment to quality. This reinforces their authenticity and passion.
• •Focus on Community and Connection: Speak to the customer as part of the 'Independence family.' Share stories of community involvement and how their coffee brings people together.
• •Be Proudly Independent, Yet Humble: Convey confidence in their product and their independent spirit, but balance it with a down-to-earth, appreciative tone that acknowledges their customers and team.
• •Keep it Real and Relatable: Avoid overly corporate or jargon-filled language. Write as if you're talking to a friend about great coffee. Use straightforward descriptions that evoke taste, aroma, and the feeling of enjoying their coffee.

Social Perception

A Trusted Texas Brand, Provider of High-Quality, Flavorful Coffee, A Company with Strong Values, Reliable and Customer-Friendly, Authentic and Passionate Roasters

Copy Examples

• •Headline: Fuel Your Freedom. Taste the Texas Spirit. Body: At Independence Coffee Co., we pour our heart into every roast. From our small-town Texas roots to your morning cup, experience 100% Arabica coffee crafted with passion and a commitment to 'old school' goodness. It’s more than coffee, it’s a taste of independence. Call to Action: Shop Our Roasts.
• •Headline: Madalyn’s Backyard Pecan: So Good, It’s (Almost) Like Family. Body: Our signature flavored coffee, Madalyn's Backyard Pecan, is a warm Texas welcome in a mug. We blend rich Arabica beans with real pecans for a smooth, aromatic finish that’ll make you feel right at home. It’s a little piece of our tradition, shared with you. Call to Action: Try Madalyn's Today!
• •Headline: Not Just Roasted. Raised in Texas. Body: Since 2003, we've been doing things the Independence way – focusing on quality beans, traditional roasting, and treating folks right. We believe in coffee that supports our community and tastes darn good doing it. Call to Action: Discover the Difference.
• •Headline: Power Through Your Day with Jet Fuel. Smooth Finish, No Layover. Body: Our legendary Jet Fuel blend is for those who like their coffee dark, bold, and full of character – just like Texas. Crafted for a powerful start with an unexpectedly smooth finish. Ready for takeoff? Call to Action: Get Your Jet Fuel.
• •Headline: From Our Roastery to Your Ritual: Coffee with a Conscience. Body: We’re passionate about more than just great coffee. We’re committed to sustainable sourcing and supporting the communities that grow our beans. Every cup of Independence Coffee is a sip towards a better world. Call to Action: Brew Good, Do Good.