Brand Tone

Minimalist & Refined, Authentic & Intentional, Calm & Welcoming, Quality-Driven & Appreciative

Brand Values

• •Quality & Craftsmanship
• •Simplicity & Minimalism
• •Authenticity & Intention
• •Community
• •Everyday Ritual & Analog Appreciation

Best Practices

• •Visual Consistency is Key: Maintain the minimalist, clean aesthetic across all platforms. Use high-quality photography that reflects the calm and intentional nature of the brand. Visuals often speak louder than words.
• •Emphasize "Less is More" in Text: Keep captions and website copy concise, thoughtful, and focused. Avoid overly casual slang or excessive jargon. Let the quality of the product and the atmosphere speak for themselves.
• •Tell the Story of Quality & Intention: Regularly share insights into the coffee sourcing, roasting process, and the philosophy behind Maru. This reinforces the values of craftsmanship and authenticity.
• •Engage with a Calm and Appreciative Voice: When interacting with customers online, maintain a friendly, respectful, and appreciative tone, mirroring the in-store experience.
• •Highlight the Sensory Experience & Ritual: Use descriptive language that evokes the taste, aroma, and the feeling of enjoying Maru coffee in their unique spaces. Focus on the "ritual" and "simple joy."

Social Perception

Aesthetic & Trendy, High-Quality Coffee Destination, A Calm Oasis, Authentic and Passionate, Popular & Sometimes Crowded

Copy Examples

• •Discover the art of intention in every cup. At Maru, coffee is more than a drink; it's a ritual. Experience the balanced flavors of our carefully sourced and freshly roasted beans. #MaruCoffee #TheRitualOfCoffee
• •Find your calm. Our minimalist spaces are designed for moments of pause and clarity, perfectly complemented by the simple joy of exceptional coffee. #MaruMoments #MinimalistCafe #LA
• •Elevate your coffee experience. Our signature Cream Top: rich espresso harmonized with a velvety, sweet cream. A Maru classic. #CreamTopCoffee #MaruSignature #MustTryLA
• •From mountaintop to your cup. Inspired by Korean simplicity and a dedication to quality, Maru brings you an authentic coffee experience. #SanMaru #KoreanInspired #QualityCoffee
• •More than just coffee, we're a community. Thank you for being part of the Maru family and sharing our love for the simple, good things in life. #MaruCommunity #LACoffeeCulture #MadeWithIntention