Brand Tone

Passionate & Activist, Educational & Informative, Bold & Confident, Authentic & Cultural, Community-Oriented & Inclusive, Modern & Energetic

Brand Values

• •Cultural Integrity & Representation
• •Diversity & Inclusion
• •Sustainability
• •Quality & Authenticity
• •Empowerment
• •Education
• •Resilience & "Grit"

Best Practices

• •Lead with the Mission: Every piece of copy should, directly or indirectly, connect back to the core values of cultural integrity, sustainability, diversity, and the elevation of Vietnamese coffee and Robusta beans.
• •Embrace Boldness & Confidence: Use strong, assertive language when describing the coffee and the brand's stance. Don't shy away from challenging misconceptions about Robusta.
• •Educate & Empower: Frame copy not just as selling a product, but as sharing knowledge and inviting consumers to be part of a larger movement. Provide context and explain the "why" behind the brand.
• •Stay Authentic & Culturally Rooted: Incorporate elements of Vietnamese culture respectfully and authentically. Share stories of the farmers and the founder’s heritage when appropriate.
• •Foster Community & Conversation: Use inclusive language. Encourage interaction by asking questions and inviting dialogue around coffee, culture, and sustainability. Reflect the passion of your community in your voice.

Social Perception

Pioneering & Innovative, Mission-Driven & Ethical, High-Quality Product, Culturally Significant, Educational Resource, Aspirational & Inspiring

Copy Examples

• •Headline: Beyond the Blend: Taste the Revolution. Body: Tired of the same coffee narrative? Nguyen Coffee Supply is rewriting the story, one powerful Robusta bean at a time. Discover the true, bold flavors of Vietnam, ethically sourced and roasted with Brooklyn grit. It’s more than coffee, it’s a movement. #RiseWithRobusta #VietnameseCoffeeCulture
• •Headline: Fuel Your Hustle. Honor the Grind. Body: Our 100% Robusta isn’t just strong, it’s a testament to the resilient spirit of Vietnamese farmers. Experience double the caffeine, richer antioxidants, and a flavor that’s unapologetically bold. Brew a cup of Truegrit and taste the difference direct trade makes. #NguyenCoffeeSupply #SustainableSips #DirectTrade
• •Headline: From Vietnam, With Love. To Your Cup, With Purpose. Body: We’re Sahra Nguyen, founder of Nguyen Coffee Supply, and we’re on a mission to bring diversity, sustainability, and cultural integrity to your daily brew. Each bean tells a story of heritage and a future where every coffee farmer thrives. Join us in celebrating authentic Vietnamese coffee. #CulturalBrew #WomanOwned #CoffeeWithAStory
• •Headline: Ditch the Ordinary. Discover the Phin. Body: Unlock a richer, bolder coffee experience with the traditional Vietnamese Phin filter. It’s simple, sustainable, and the perfect way to enjoy the unique character of our specialty Robusta. Ready to elevate your coffee ritual? We’ll show you how. #PhinLife #VietnameseTradition #BoldBrew
• •Headline: This is What Coffee Equity Tastes Like. Body: For too long, Robusta has been undervalued. We’re changing that. By partnering directly with Vietnamese farmers and championing the rich, nutty, chocolatey notes of their beans, we’re brewing a more inclusive and sustainable coffee future. Taste the change. #RobustaPledge #CoffeeEquity #FlavorForward