Brand Tone

Passionate, Authentic, Community-focused/Empathetic, Craft-oriented/Artisanal, Educational, Warm and Welcoming

Brand Values

• •Quality
• •Community Empowerment
• •Ethical Sourcing & Sustainability
• •Passion & "Meraki"
• •Craftsmanship
• •Education
• •Service

Best Practices

• •Always Lead with "Meraki": Infuse the core meaning of "soul, creativity, love, and putting a piece of yourself into your work" into all communications. This concept should be a guiding principle for the language used.
• •Balance Craft and Cause: Consistently weave together the message of high-quality, artisanal coffee with the impactful social mission. Don't let one overshadow the other; they are intertwined and equally important to the brand's identity.
• •Use Warm, Authentic, and Passionate Language: Avoid overly corporate or generic phrasing. Let the genuine enthusiasm for coffee and community shine through. Use words that evoke dedication, care, and craftsmanship.
• •Be Transparent and Educational: Share stories about sourcing, the roasting process, and the impact of the youth program. Educate your audience about what makes your coffee special and how their support contributes to a larger purpose.
• •Emphasize Community and Connection: Whether talking about the coffee farming communities, the local Clarksdale community, or the community of Meraki coffee drinkers, foster a sense of connection and shared values. Highlight the human element in every aspect of the business.

Social Perception

High-Quality Coffee Roaster, Socially Responsible & Mission-Driven, Authentic and Passionate, Community Hub, Trustworthy

Copy Examples

• •Headline: More Than a Morning Ritual. It's a Mission. Body: At Meraki Roasting Co., every bean tells a story of passion, quality, and community. We meticulously source the finest ethical beans and roast them in small batches, pouring our soul into every cup. But the warmth you feel goes beyond the coffee; it’s the future we’re brewing for young adults in the Mississippi Delta. Taste the dedication. Support the dream.
• •Headline: Crafted with Soul. Brewed for You. Body: Discover the Meraki difference. From carefully selected single origins to our expertly crafted blends, each coffee is a testament to our love for the craft. We believe in coffee with soul – coffee that not only tastes exceptional but also uplifts our community by providing vital job training and opportunities. Your perfect cup awaits.
• •Headline: From Bean, to Brew, to Brighter Futures. Body: We’re passionate about two things: incredible coffee and the incredible potential of our youth. That’s why Meraki Roasting Co. combines small-batch, artisanal roasting with a heartfelt mission to empower the next generation in Clarksdale. Every purchase makes a difference. Sip consciously.
• •Headline: The Art of Coffee. The Heart of Community. Body: Experience coffee roasted with "Meraki" – with soul, creativity, and love. We pour ourselves into sourcing sustainably grown beans and perfecting each roast, ensuring a cup that’s as an inspiring as the young individuals our program supports. Join us in celebrating great coffee and even greater purpose.
• •Headline: Your Daily Dose of Goodness, Doubled. Body: Start your day with Meraki Roasting Co. and get more than just an exceptional coffee. You get the satisfaction of knowing you’re part of a movement that champions ethically sourced beans, sustainable practices, and real opportunities for young people in our community. Taste the quality, feel the impact.