Brand Tone

Passionate & Knowledgeable, Authentic & Heritage-Focused, Quality-Driven & Artisanal, Friendly & Community-Oriented, Trustworthy & Experienced

Brand Values

• •Family
• •Quality
• •Freshness
• •Integrity
• •Personalized Service & Relationships
• •Passion for Coffee
• •Community

Best Practices

• •Embrace the Family Story: Consistently weave in the "family-owned and operated" narrative. This builds trust and authenticity. Use phrases like "from our family to yours."
• •Prioritize Quality & Freshness in Language: Use descriptive words that evoke the sensory experience of high-quality, fresh coffee (e.g., "rich aroma," "vibrant flavor," "roasted to perfection," "small-batch").
• •Speak with Passion and Expertise, but Keep it Accessible: Share knowledge about coffee origins, roasting techniques, and tasting notes in an enthusiastic yet understandable way. Avoid overly technical jargon unless explaining it clearly.
• •Maintain a Warm and Relational Voice: Even in more formal announcements, ensure the underlying tone is friendly and appreciative of the customer. Address the audience as part of a valued community.
• •Be Consistent Across All Platforms: Whether it's a website banner, an Instagram caption, or a customer service email, the core tone—passionate, authentic, quality-focused, and friendly—should remain recognizable. Develop a simple style guide for all communicators.

Social Perception

Respected & Reputable, High-Quality Provider, Trustworthy Family Business, Knowledgeable Experts, Reliable

Copy Examples

• •Headline: Three Generations of Passion in Every Pour. Body: Since 1983, the McLaughlin family has been dedicated to the art of coffee. We meticulously source and roast each bean, ensuring that the rich tradition and exceptional taste our family stands for shines through in your daily cup. Experience the McLaughlin legacy.
• •Headline: More Than Just Coffee, It's a Connection. Body: From the dedicated farmers who cultivate our beans to your morning ritual, every cup of McLaughlin coffee is part of a larger family. We believe in fresh roasts, honest practices, and building relationships as strong as our Italian Roast. Taste the difference family makes.
• •Headline: The Freshest Beans, Roasted with Heart. Body: Why does our coffee taste so good? Because we roast to order, capturing peak flavor and aroma just for you. At McLaughlin Coffee, fresh isn't just a word, it's our promise. Discover your new favorite today.
• •Social Media Post (with image of roasting process): The dance of the beans! ✨ Our family's passion for coffee comes alive in every small batch we roast, right here in Emeryville. We've been perfecting our craft since 1983, all to bring you that perfect cup. What McLaughlin brew are you enjoying today? #McLaughlinCoffee #FamilyRoasters #ArtisanCoffee #BayAreaCoffee #FreshlyRoasted
• •Product Description Snippet (for a new single-origin): Meet our latest discovery: [Coffee Name] from the vibrant hills of [Region]. Our family carefully selected these beans for their exquisite notes of [flavor 1] and [flavor 2], roasted to highlight their unique character. It’s an invitation to explore the world of coffee, one exceptional cup at a time.