Brand Tone

Passionate and knowledgeable, welcoming and community-oriented, aspirational and modern.

Brand Values

• •Quality & Craftsmanship
• •Education
• •Community
• •Customer Experience

Best Practices

• •Lead with Passion, Follow with Detail: Start with the emotion and experience of coffee, then provide the details (origin, notes, process) that prove your expertise. This appeals to both casual customers and aficionado.
• •Speak To the Customer, Not At Them: Use a conversational, second-person voice ("You," "Your"). Ask questions to invite dialogue and make your audience feel seen and included in the conversation.
• •Use Sensory and Descriptive Language: Go beyond "delicious." Use words that evoke taste, smell, and feeling, like "aromatic," "rich," "velvety," "bright," "crisp," and "comforting" to paint a vivid picture for the reader.
• •Maintain Visual and Tonal Consistency: Ensure that the warm, modern, and clean aesthetic of your photos is matched by the tone of your copy. Every post, story, and website update should feel like it comes from the same brand personality.
• •Emphasize the "Why" Behind the "What": Don't just sell a cup of coffee; sell the experience, the craftsmanship, the community, and the moment of pause it provides. Your "why" is your passion for quality and community, and this should be the thread that connects all your communication.

Social Perception

Overwhelmingly positive, perceived as the best coffee in Xalapa, a cozy and ideal place for working/studying, with knowledgeable and friendly staff, and delicious food that complements the beverages.

Copy Examples

• •Your journey to the mountains of Chiapas begins with a sip. Meet our new single-origin roast. With notes of dark chocolate, citrus, and a hint of spice, this bean tells the story of its origin in every cup. Ask our baristas to prepare it in a Chemex to unlock its full aromatic potential. Are you ready to travel? #SpecialtyCoffee #CoffeeJourney #LaEstaciónCafetería
• •Your weekend plans should look this delicious. Our famous chilaquiles + a freshly brewed flat white = the perfect start. We're waiting for you until 4 PM! #BrunchTime #XalapaGourmet #WeekendVibes
• •The right environment can spark the best ideas. At La Estación, we've created a space where creativity flows as freely as our coffee. With a quiet atmosphere, reliable Wi-Fi, and the perfect cup to keep you focused, we're more than a cafe—we're your community station. #WorkAndCoffee #RemoteWork #Inspiration
• •Is it a quiet moment of reflection? A necessary boost of energy? Or the simple pleasure of something crafted with care? For us, it’s our way of saying good morning. Share your coffee ritual in the comments! #CoffeeRitual #MorningCoffee #Community
• •Ever wondered how to create the perfect V60 pour-over at home? Join our Head Barista for an exclusive workshop on manual brewing methods. You'll learn the fundamentals of extraction, taste different profiles, and take home the skills to elevate your home coffee game. Limited spots available. Register now. #CoffeeWorkshop #LearnCoffee #BaristaLife