Brand Tone

Epic, masculine, authoritative, confident, and passionate, using myth-inspired language to convey strength and adventure.

Brand Values

• •Strength and Quality
• •Heritage and Mythology
• •Freshness and Craftsmanship
• •Authenticity

Best Practices

• •Employ the Lexicon of Legends: Consistently integrate words associated with Norse mythology and adventure. Use terms like quest, saga, forge, conquer, legendary, divine, fury, valor, and ritual to reinforce the brand's epic identity.
• •Promise Strength and Smoothness: This is the core product promise. Every piece of marketing copy, from product descriptions to social media posts, should reinforce the dual benefit of a powerful yet smooth, non-bitter coffee experience.
• •Frame Everything as a Narrative: Position the customer as the hero of their own story. The coffee is not just a drink; it's the fuel for their daily battles, the reward for their quests, and a tool to help them conquer their goals.
• •Maintain a Confident, Authoritative Voice: The tone should always be bold, direct, and unwavering. Avoid weak or passive language. The brand is the expert on great coffee and should sound like it.
• •Unite Visuals and Voice: Ensure all brand imagery—dark, rustic, powerful, and atmospheric—is a direct reflection of the epic and strong language used in the copy. The words and pictures must tell the same legendary story.

Social Perception

Perceived as a premium, niche product for serious coffee drinkers who value both a strong, high-quality brew and a powerful brand identity. It appeals to a "warrior" or "Viking" archetype, is masculine-leaning, and seen as a thoughtful, well-crafted product due to attributes like low acid and smoothness.

Copy Examples

• •Conquer the Dawn. Your day is a battle. Arm yourself with Odin's Fury. This dark roast is forged for supreme strength, yet delivers an impossibly smooth, bold flavor. This isn't just coffee. It's your standard for victory.
• •A Brew Worthy of Valhalla. We rejected the world of bitter, weak coffee and embarked on a quest for the legendary. The result is a brew that's smooth, powerful, and roasted to divine perfection. Taste the saga.
• •Smoothness is a Strength. Why choose between a strong coffee and a smooth one? Our Valkyrie's Kiss blend offers a potent, rich flavor with a velvety, low-acid finish. Experience the power of a coffee that's both bold and refined.
• •Join the Clan. You are defined by the choices you make. Choose to never settle for mediocre coffee again. Join our clan of coffee warriors and get exclusive access to our freshest roasts and epic deals. Skål!
• •Freshness, Forged for You. True strength can't be stored on a shelf. We roast your beans the same day they ship, delivering a fresh, powerful experience directly to your hall. This is the freshest, boldest coffee you will ever taste. Guaranteed.