Brand Tone

Educational, earnest, community-oriented, informative, transparent, and aspirational.

Brand Values

• •Social Responsibility
• •Experiential Learning
• •Community and Collaboration
• •Quality and Craft
• •Empowerment

Best Practices

• •Always connect the product back to the mission; social impact, student learning, and community should be at the forefront.
• •Use clear and honest language to explain concepts like "direct trade" versus "fair trade," and share details about the roasting process, partner communities, and students involved.
• •Feature stories and profiles of the students who run the lab and the farmers who grow the coffee to reinforce community and collaborative values.
• •Maintain a professional tone as an academic and business endeavor, but also remain approachable and welcoming as a community-focused, student-run enterprise.
• •While the social mission is paramount, emphasize the quality of the coffee by mentioning specialty-grade beans, professional roasting equipment, and tasting notes.

Social Perception

Perceived as an innovative educational initiative with a strong ethical foundation, recognized for its interdisciplinary approach and commitment to social impact. It is seen as a source for good quality, locally roasted coffee, and its student-run aspect is valued as a real-world learning opportunity.

Copy Examples

• •More Than a Morning Ritual. It's a Movement. Every cup of North Central College Coffee Lab coffee you enjoy is the result of a powerful partnership. Our students gain hands-on business experience while our direct-trade partners in Guatemala earn a sustainable income. It's coffee that empowers.
• •Grown in Guatemala. Roasted in Naperville. We bring you single-origin, 100% Arabica beans from the rich volcanic soils of Atitlán. Our students meticulously roast every batch right here on campus, ensuring a fresh, flavorful cup that also supports our global community.
• •Education in Every Sip. The North Central College Coffee Lab is where education meets enterprise. Students from marketing to engineering are learning by doing, all while bringing you exceptional coffee. Taste the difference that hands-on learning makes.
• •Your Purchase Has Power. When you choose our coffee, you're investing in the "cycle of mutual empowerment." You're supporting students as they become socially responsible leaders and helping our Guatemalan partners build a better future for their families.
• •The Business of a Better Coffee. We're one of the only college-run coffee labs in the country with a focus on business. From supply chain to marketing, our students manage it all. The result? A socially responsible company and a truly outstanding cup of coffee.