Brand Tone

Expert and Passionate, Traditional and Authentic, Refined and Simple

Brand Values

• •Quality
• •Heritage
• •Craftsmanship
• •Simplicity

Best Practices

• •Emphasize Heritage and Expertise
• •Use Refined, Sensory Language
• •Maintain a Simple, Confident Voice
• •Create a Clear Distinction from the Appliance Brand
• •Tell the Founder's Story

Social Perception

Perceived as a hidden gem and authentic by those familiar with it, but frequently confused with the 'Mr. Coffee' appliance brand due to name similarity.

Copy Examples

• •Since 1993, our pursuit has been singular: the perfect espresso. Discover the taste of San Francisco tradition.
• •A testament to our craft. Our House Espresso is a balanced and timeless blend, delivering consistent notes of sweet caramel, rich dark chocolate, and toasted almond. It's the culmination of nearly three decades of passion, roasted right here in San Francisco. The perfect foundation for your daily ritual.
• •(Image: A close-up shot of rich, dark espresso beans in a burlap sack or wooden scoop.) Caption: Some things don't need to be reinvented. For almost 30 years, we've started our day the same way: roasting classic espresso blends that stand the test of time. Quality is our tradition. #MrCoffees #SanFranciscoCoffee #Espresso #ArtisanCoffee #CoffeeRoaster
• •Mr. Coffee's was born from a simple idea: that a perfect cup of espresso can elevate a day. Founded by Murilo and Ivan in 1993, our Ferry Building roastery has become a quiet landmark for those who seek genuine quality. We don't follow trends; we honor the timeless craft of coffee roasting.
• •A Taste of Tradition | Enjoy 15% Off Our Classic Espresso Blends.