Brand Tone

principled, community-oriented, and passionate

Brand Values

• •Justice & Fairness
• •Ethical Sourcing & Fair Trade
• •Worker Co-operative & Democracy
• •Sustainability & Environmental Stewardship
• •Quality & Excellence
• •Community & Solidarity
• •Integrity & Transparency

Best Practices

• •Anchor in Your "Why": Always circle back to the core mission of "People and Planet before Profits" and the founding principles of justice, fairness, and community. Every piece of copy should subtly or overtly reflect these foundational values.
• •Storytelling with Authenticity: Share real stories of your worker-members and producer partners. Highlight the impact of fair trade and the co-op model in a genuine, human way, avoiding overly corporate or gimmicky language.
• •Educate and Empower: Use copy to gently educate consumers about the benefits of fair trade, organic coffee, and the worker co-operative model. Frame purchasing Just Us! coffee as a conscious choice that contributes to positive change.
• •Community-Centric Language: Emphasize "we," "us," and "together," reflecting the cooperative spirit and the connection between the brand, its workers, its producers, and its customers. Speak as a member of a shared community, not just a seller of a product.
• •Passionate yet Approachable: Let the passion for quality coffee and social justice shine through, but maintain a warm, inviting, and accessible tone. Avoid jargon where possible, and when technical terms (like SPP) are used, briefly explain their significance.

Social Perception

Ethical and Principled, High Quality, Community-Focused, Authentic, Pioneering

Copy Examples

• •Headline: More Than a Morning Ritual. It's a Movement. Body: Every cup of Just Us! coffee connects you to a global community dedicated to fairness, sustainability, and damn good coffee. Since 1995, we've been Canada's pioneering fair trade, organic roaster, because we believe in justice from bean to cup. Taste the difference dedication makes.
• •Headline: Your Coffee Can Change the World. Seriously. Body: We’re a worker-owned co-op, roasting fresh, organic beans right here in Nova Scotia. But our roots reach further, supporting small-producer farmers globally through fair prices and real partnerships. Choose Just Us! and empower a more just and sustainable world, one delicious sip at a time.
• •Headline: Roasted with Purpose. Rooted in Justice. Body: For us, coffee is about people – the farmers who grow it, the workers who roast it, and the community that enjoys it. As Canada’s first fair trade organic coffee roaster, our commitment to ethical sourcing and worker democracy is as strong as our richest brew. Discover coffee that truly makes an impact.
• •Headline: Meet the Coffee That Puts People and Planet First. Body: At Just Us!, we’re not just roasting beans; we’re cultivating change. From our direct partnerships with organic farmer co-ops to our worker-owned model, every decision is guided by justice and sustainability. Experience the exceptional taste of coffee made with integrity.
• •Headline: Beyond the Bean: This is Coffee with a Conscience. Body: Join a circle of empowered partners with every Just Us! brew. We're passionate about crafting excellent coffee while championing fair trade, organic practices, and meaningful work. From our Nova Scotian home to coffee farms across the globe, we’re brewing a better future, together.