Brand Tone

approachable, passionate, and authentic

Brand Values

• •Quality and Craftsmanship
• •Authenticity and Transparency
• •Community and Place
• •Experience and Mindfulness

Best Practices

• •Always connect back to the mountains: Use the Appalachian setting as a consistent theme in both visual and written content to reinforce the brand's identity.
• •Keep the language simple and heartfelt: Avoid overly technical jargon and corporate-speak. Write as if you are talking to a friend who is passionate about coffee.
• •Tell stories, not just sell products: Share the stories behind the coffee – the farmers, the origin, the roasting process. This builds a deeper connection with the audience.
• •Emphasize the "why" behind the "what": Explain why you roast in small batches or why you choose a particular bean. This demonstrates passion and expertise.
• •Engage with your community authentically: Respond to comments and questions with a personal and helpful tone. Foster a sense of belonging among your followers.

Social Perception

Public perception is positive, with customers often praising the quality and flavor of the coffee. The brand is seen as a local gem, with a perception of high quality and desirability among its customer base. The direct-to-consumer model and social media engagement likely contribute to a loyal following that appreciates the personal touch.

Copy Examples

• •From the heart of the Appalachian mountains to your cup. Introducing our latest single-origin from Guatemala Huehuetango Candelaria. With notes of milk chocolate, nougat, and red apple, it's a taste of the place we call home. #MountainGapCoffee #SpecialtyCoffee #AppalachianRoasted
• •We roast in small batches for a reason: to bring out the unique character of every bean. It's not just coffee, it's our craft. Taste the difference quality makes. #SmallBatchCoffee #CoffeeRoaster #CraftCoffee
• •Sunday mornings are for slowing down and savoring the moment. Our Farmer's Blend is the perfect companion for those quiet minutes before the world wakes up. #LiveInMomentsThatMatter #MountainGap #CoffeeAndCalm
• •Never run out of your favorite coffee again. Get the taste of the mountains delivered to your door with our new subscription service. Freshly roasted, just for you. #CoffeeSubscription #MountainGapCoffee #FreshlyRoasted
• •What's your favorite way to brew our coffee? French press, pour-over, or something else? Share your weekend coffee rituals with us! #CoffeeCommunity #MountainGap #HowIBrew