Brand Tone

Welcoming, Inspiring, and Community-Focused, with a warm, inclusive, and aspirational approach that balances professionalism with approachability.

Brand Values

• •Community
• •Quality & Craftsmanship
• •Inspiration & Connection
• •Inclusivity & Diversity
• •Legacy & Serendipity

Best Practices

• •Lead with "Community" and "Connection": Always frame your messaging around the idea of bringing people together. Whether announcing a new product or event, tie it back to the core value of being a gathering place. Use words like "gather," "connect," "share," "neighbors," and "welcome."
• •Use the Language of Light: Consistently incorporate words related to the "Luminary" name to reinforce the brand identity. Use terms like "bright," "shine," "light," "illuminate," and "inspiration" to describe everything from the coffee and food to the atmosphere and events.
• •Balance Aspiration with Action: Pair inspirational language with a clear and simple call to action. For example, follow a sentence like "Find your moment of inspiration" with a direct call like "Try our new espresso blend today" or "Join us for live music this Saturday."
• •Maintain a Warm and Inclusive Voice: Ensure all copy is welcoming and approachable. Avoid overly technical coffee jargon unless explained in a simple, educational manner. The tone should feel like a friendly neighbor talking, not a distant, corporate brand.
• •Tell the Story: Regularly weave elements of the brand story into your content. Mention being the sister company to La Terza, honor the legacy of the location, and share the "why" behind your community events. This builds a deeper connection with customers beyond the transactional.

Social Perception

The public perception of Luminary by La Terza is overwhelmingly positive. It is seen as a successful and welcome revamp of a beloved former coffee shop, breathing new life into the space while maintaining its role as a community hub. Customers praise the overall vibe, quality of coffee and food, and friendly staff. It is recommended as a good place to work or relax, celebrated for its bright, airy, cozy atmosphere that successfully merges the functions of a café, art gallery, and community event space, quickly becoming a neighborhood staple for quality products and community building.

Copy Examples

• •Let a little light into your day. ☀️ Introducing the Honey Lavender Bloom Latte, our newest way to welcome the season. Crafted with our signature La Terza espresso, calming lavender, and a touch of sweet honey. It’s more than a drink; it’s a moment of peace. Come find your bright spot. #LuminaryByLaTerza #AbrigherCommunity #CincyCoffee #CollegeHill
• •The heart of our community is the stories and songs we share. Join us this Friday at 7 PM for an open mic night at Luminary! We're turning on the lights and turning up the sound for our neighborhood's amazing local talent. Bring a poem, a song, or just a friend. Let's make this a night of connection and inspiration. #LuminaryNights #CincyEvents #SupportLocalArt #CollegeHill
• •Luminary is more than a coffee shop; it’s a gathering place born from a love for community and a passion for exceptionally crafted coffee. As the sister shop to Cincinnati's own La Terza Coffee Roasters, we pour two decades of expertise into every cup. But our true mission is to be a source of light and inspiration for our College Hill neighbors. A place to connect, create, and feel at home. Welcome in.
• •Everything you see is made with love, right here in-house. Treat yourself to something bright today.
• •Looking for a place to work, meet, or just be? Our doors (and WiFi) are open for you. Grab a coffee and find your focus at our window bar or get cozy in one of our nooks. We believe great ideas start with great coffee. #LuminaryByLaTerza #RemoteWork #Cincy #CommunityHub