Brand Tone

Passionate & Knowledgeable, Approachable & Engaging, Craft-Oriented & Quality-Focused, Community-Minded & Ethical, Modern & Design-Conscious

Brand Values

• •Quality
• •Craftsmanship
• •Transparency & Direct Trade
• •Customer Experience/Hospitality
• •Sustainability & Social Responsibility
• •Community
• •Innovation & Creativity
• •Education

Best Practices

• •Lead with Passion and Knowledge, Subtly: Share details about coffee origins, processing methods, and flavor notes. Use descriptive language that conveys expertise without being alienating.
• •Emphasize the "Human Touch" and Storytelling: Connect the coffee back to the people who grew it and the craftsmanship involved. Share stories about farmers, sourcing trips, or the care taken in roasting.
• •Maintain an "Approachable Expert" Stance: Balance sophisticated coffee knowledge with welcoming and inclusive language. Avoid overly technical jargon where simpler terms can be used. The goal is to educate and invite, not intimidate.
• •Visually Align with the Modern, Clean Aesthetic: Ensure all written content is presented in a way that complements the brand's established visual identity (clean fonts, good use of white space, high-quality imagery).
• •Weave in Core Values Consistently: Whether talking about a new coffee, a cafe event, or a company initiative, find ways to subtly thread in core values like quality, craftsmanship, community, and sustainability.

Social Perception

High-Quality Roaster, Premium Brand, Knowledgeable & Passionate, Aesthetically Pleasing, Ethically Minded, Community Focused

Copy Examples

• •Meet [Coffee Name] from [Farm/Region, Country]. 🍒☕ Every sip tells the story of [mention a unique aspect like farmer, process, or a key tasting note e.g., 'Pepe Menor's passion for coffee that listens to classic rock on vinyl']. We directly sourced these beans, ensuring [mention a value like 'fair wages for farmers' or 'sustainable practices']. Experience the [two distinct tasting notes, e.g., 'bright tangerine and rich spice'] that make this brew an adventure. Available now online and in our cafes. #MadcapCoffee #SpecialtyCoffee #DirectTrade #KnowYourCoffee #[Region]Coffee
• •Elevate your everyday. ⚡️ Our [Subscription Name, e.g., 'Unique Roasts'] subscription isn't just coffee delivery; it's a journey through the world's best, curated by our award-winning team. Discover awe-inspiring craftsmanship and the human touch behind every cup, delivered fresh. Taste the Madcap difference. Subscribe today and get 20% off your first shipment! #MadcapSubscription #CoffeeSubscription #BestCoffee #ElevatedExperience
• •Your daily ritual, elevated. ✨ More than just a great cup, it's about connection, craftsmanship, and that perfect moment. Find your new favorite brew (and maybe a waffle!) at Madcap. 📍Grand Rapids | Detroit | Leland #MadcapCafe #CoffeeExperience #Hospitality #QualityCoffee #MichiganCoffee
• •At Madcap, coffee is a force for good. From direct relationships with producers across the globe to our commitment to 1% for the Planet, we believe in responsibility from seed to cup. It's about more than just exceptional coffee; it's about fostering sustainable communities and protecting our environment. Learn more about our journey. #MadcapValues #EthicalSourcing #Sustainability #DirectTradeCoffee #ForceForGood
• •Delicious specialty coffee, made more approachable. 👋 Introducing dito! From the folks at Madcap, dito is all about enriching your coffee ritual with fun, flavorful, and easy-drinking blends like 'weekend' (caramel, rich) and 'spark' (chocolate, deep cherry). Quality coffee for everyone to enjoy. Explore dito. #ditoCoffee #MadcapCoffee #SpecialtyForAll #AccessibleCoffee #DeliciouslySimple