Brand Tone

Passionate & Dedicated, Community-Focused & Welcoming, Educational & Knowledgeable, Approachable & Classic (with a modern bent), Fun & Positive

Brand Values

• •Quality
• •Customer Experience/Service
• •Sustainability & Ethical Sourcing
• •Community Support & Connection
• •Education
• •Respect & Teamwork
• •Continual Improvement
• •Passion
• •Humility
• •Fun
• •Leadership
• •Openness
• •Ownership

Best Practices

• •Embody Core Values: Ensure all copy, from social media posts to product descriptions, reflects Kaldi's stated values like quality, community, sustainability, and passion. For example, when talking about a new blend, highlight the sourcing story (sustainability, direct relationships) and the careful roasting process (quality).
• •Maintain a "Welcoming Expert" Voice: Combine deep knowledge and passion for coffee with an approachable, friendly, and inclusive tone. Avoid overly technical jargon unless explained clearly. The goal is to educate and share enthusiasm, not intimidate.
• •Focus on the "Why": Go beyond just describing the coffee; explain *why* Kaldi's does what it does – the commitment to memorable experiences, community support, and the joy of a great cup.
• •Keep it Authentic and Human: Use storytelling to connect with the audience. Share stories about farmer relationships, the history of the brand, or the people behind the counter (as seen in their "People of Kaldi's" blog series). This reinforces the community and passion aspects.
• •Visual and Verbal Consistency: Ensure the tone of the copy aligns with the visual branding (e.g., the "Kaldi's Navy" being polished yet accessible, with bright pops of color for fun). Language should evoke the same feeling as walking into one of their cafes – comfortable, high-quality, and friendly.

Social Perception

High-Quality Coffee Provider, Neighborhood Staple/Community Hub, Knowledgeable & Passionate Roaster, Classic and Reliable, Generally Positive Customer Experiences, Innovative & Evolving

Copy Examples

• •Headline: More Than Just Coffee. It's a Kaldi's Moment. Body: Since 1994, we've been passionately sourcing the world's finest beans and roasting them right here in St. Louis, all to bring you that perfect cup. Step into your neighborhood Kaldi's, where quality meets community, one exceptional brew at a time.
• •Headline: Taste the Dedication. Body: From the lush farms to your favorite mug, every Kaldi's coffee tells a story of passion and precision. We're obsessed with quality, so you can simply obsess over the flavor. Discover your new favorite today.
• •Headline: Your Daily Ritual, Elevated. Body: We believe every coffee break should be a memorable experience. That's why we're committed to sustainable sourcing, expert roasting, and the welcoming aroma of a freshly brewed cup. Find your local Kaldi's and make today extraordinary.
• •Headline: Chasing Quality. Serving You. Body: It’s not just our motto, it’s our promise. For 30 years, Kaldi's Coffee has been dedicated to bringing you exceptional coffee and a warm, inviting space to enjoy it. Come see why our community has made us their go-to.
• •Headline: Brewed with Passion, Served with a Smile. Body: At Kaldi's, "fun" is a core value! We love sharing our passion for incredible coffee, from unique single origins to our perfectly balanced blends. Let our knowledgeable baristas guide you to your perfect cup.