Brand Tone

Passionate, Knowledgeable, Community-Focused, Welcoming, Quality-Driven, Refined, Approachable, and Friendly

Brand Values

• •Quality & Excellence
• •Community
• •Sustainability & Ethical Sourcing
• •Education
• •Passion
• •Continual Improvement
• •Fun
• •Respect
• •Leadership
• •Openness
• •Ownership
• •Inclusivity

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., passionate, knowledgeable, welcoming, refined but accessible), along with do's and don'ts for language, specific vocabulary to use or avoid, and examples of on-brand copy.
• •Prioritize "Quality" and "Community" Keywords: Naturally weave in terms that reflect your core values, such as "premium," "artisan," "small-batch," "hand-picked," "community," "connect," "share," and "experience" to reinforce what Kaldees stands for.
• •Educate Through Storytelling: Instead of just listing facts, tell the stories behind the beans, the roasting process, the farmers, and the people who make up Kaldees. This makes the information more engaging and aligns with a knowledgeable yet approachable tone.
• •Maintain an Inviting and Inclusive Dialogue: Address your audience directly and warmly. Ask questions on social media, respond to comments thoughtfully, and ensure your language is welcoming to everyone. Be mindful of past criticisms and actively work to demonstrate inclusivity in your communications.
• •Consistency Across All Channels: Ensure the brand tone is consistent from website copy and product descriptions to social media posts, email newsletters, and even in-cafe signage. Regular internal reviews of marketing materials can help maintain this consistency.

Social Perception

Largely viewed as a provider of high-quality coffee and a beloved local institution, especially in St. Louis. Recognized for fostering a sense of community and being a welcoming local spot. Past allegations of racism have impacted their perception among some, leading to calls for change and a commitment from the company to improve.

Copy Examples

• •Headline: Your Daily Ritual, Elevated. Body: At Kaldees, every bean tells a story of passion and precision. From our small-batch roasts to your perfect cup, taste the dedication. Start your day with more than just coffee – experience Kaldees.
• •Social Media Post: ✨ Discover the craft behind your coffee. Our roasters pour their hearts into every batch, ensuring a flavor that awakens your senses and brightens your day. What Kaldees blend are you sipping on today? #KaldeesCoffee #ArtisanRoast #MorningPerfection
• •Product Description Snippet (for a single-origin coffee): Journey to the highlands of [Origin Country] with our [Coffee Name]. Hand-picked and expertly roasted to unlock notes of [Flavor Note 1] and [Flavor Note 2], this is more than coffee – it's an experience. Brew a cup and taste the world with Kaldees.
• •Email Subject: A Special Welcome from Your Friends at Kaldees Body: We believe great coffee builds great communities. Step into a Kaldees cafe or brew a pot at home – either way, you're part of our story. We're passionate about sharing the world's finest coffees with you. Here's to many more shared moments.
• •Ad Copy: Tired of the same old grind? Kaldees Coffee offers a world of flavor, ethically sourced and roasted with care right here in [City/Region]. Find your new favorite brew and taste the Kaldees difference. Quality you can savor, from bean to cup.