Brand Tone

Personal, traditional, story-driven, modern, trendy, community-focused, family-owned, and passionate.

Brand Values

• •Heritage and Tradition
• •Quality and Craftsmanship
• •Family and Community
• •Authenticity
• •Innovation

Best Practices

• •Bridge the Two Personas: Ensure that online marketing for the coffee beans acknowledges the existence and vibrancy of the cafe, and vice-versa. Use the shared value of "family" as the bridge. For instance, "From our family's cafe on the Jersey Shore to your home, enjoy the authentic taste of McGee."
• •Lead with Storytelling: Always ground the product in the personal narrative of the founder and Irish heritage. This is the brand's most unique asset and should be woven into product descriptions, social media captions, and ads.
• •Use a Passionate and Personal Voice: Whether writing about a traditional blend or a new latte, the copy should sound like it's coming from someone who genuinely loves coffee. Use "we" and "our" to reinforce the family-owned feel.
• •Emphasize Quality and Freshness: Consistently mention key value propositions like "small-batch roasted," "specialty grade single origin," and "fresh roasted to order" to justify premium positioning.
• •Engage the Senses: Describe the coffee in evocative terms. Use tasting notes like "nutty, sweet chocolate, mild citrus" and describe aromas and the experience of the drink, whether it's the "rich dark coffee" in a traditional Irish Coffee or the "cream cheese frosting cold foam" on a modern latte.

Social Perception

Overwhelmingly positive, perceived as an adorable, fun, yummy, high-quality, family-owned coffee company with excellent customer service, and a desirable local destination.

Copy Examples

• •Your weekend just got a whole lot sweeter. 🍦 Try our new Red Velvet Iced Latte with homemade cream cheese cold foam. It s not just a drink, it s a destination. #McGeeBlackIrishCoffee #JerseyShore #CoffeeGoals #LatteArt
• •From our family gatherings to your kitchen table. Our founder, Brian, spent years perfecting a coffee blend that stands up to fine Irish whiskey. Bring home the tradition. #McGeeBlackIrish #IrishCoffee #FamilyTradition #SmallBatchCoffee
• •Don t let the story end. For us, a good Irish coffee is about slowing down and connecting with friends. That s why we roast every bag to order so you can create your own perfect moments. Shop our signature house blend now. #AuthenticCoffee
• •Pumpkin Spice, the McGee way. We start with specialty grade arabica beans, roasted to smooth perfection, and infuse them with all-natural pumpkin, cinnamon, and nutmeg oils while still warm. It s tradition with a seasonal twist. #PumpkinSpice #FlavoredCoffee #QualityIngredients
• •Meet your new happy place in Manasquan. Whether it s a classic espresso or a viral Dubai Chocolate Latte, we re serving up smiles, one cup at a time. Come say hi! #ManasquanNJ #CoffeeShop #SupportLocal