Brand Tone

Passionate & Enthusiastic, Approachable & Inclusive, Artistic & Creative, Community-Oriented & Conscious, Knowledgeable & Quality-Driven

Brand Values

• •Quality & Craftsmanship
• •Passion
• •Community & Connection
• •Inclusivity & Approachability
• •Inspiration & Self-Growth
• •Sustainability & Ethical Sourcing
• •Transparency

Best Practices

• •Embrace Musicality and Rhythm: Infuse your language with a sense of flow and energy, mirroring the brand's connection to music. Use vivid, evocative descriptions that appeal to the senses, much like a well-composed song.
• •Speak the Language of Passion, Authentically: Let genuine enthusiasm for coffee shine through. Avoid overly technical jargon unless explaining something specific; instead, focus on the experience and joy of coffee. Share the "why" behind your coffee.
• •Be Inclusive and Inviting: Write as if you're welcoming a friend into your home or cafe. Use warm, approachable language. Ensure your copy educates gently, making specialty coffee feel accessible rather than intimidating.
• •Weave in Stories of Origin and Community: Highlight the people behind the coffee – the farmers, the roasters, the baristas, and the customers. Share anecdotes that connect the coffee to its cultural roots (like Chicago) and its journey.
• •Maintain a Balance of Art and Expertise: While being creative and artistic, don't forget to subtly convey the knowledge and craftsmanship that goes into each cup. Reference the quality of sourcing and the care in roasting without being boastful.

Social Perception

A provider of high-quality, unique, and complex coffees. Innovative in their approach, particularly with the coffee genre system (Ambient, Mainstream, Experimental), which many find helpful and engaging. Having a cool, artistic, and welcoming vibe in their cafes, often linked to music and local Chicago culture. Knowledgeable and passionate staff who are enthusiastic about their products. Committed to community and ethical practices.

Copy Examples

• •Headline: Discover Your Coffee Anthem. Body: At Passion House, coffee is more than a drink – it's an experience. Explore our curated genres: smooth Ambient, captivating Mainstream, or daring Experimental. Find the roast that resonates with your soul. #PassionHouseCoffee #DiscoverYourGenre
• •Headline: From Seed to Soul: Crafted in Chicago. Body: We pour our heart into every bean, meticulously sourcing and roasting to unlock extraordinary flavors. It’s a journey of respect for the craft, the farmers, and our vibrant city. Taste the passion. #ChicagoCoffee #ArtisanRoasters
• •Headline: More Than Just a Cup. It's a Connection. Body: We believe great coffee builds community. From our relationships with growers across the globe to the conversations sparked in our cafes, every sip is part of a larger story. Join the Passion House family. #CoffeeCommunity #EthicallySourced
• •Headline: Your Daily Grind, Elevated. Body: Tired of the same old brew? Let our Mainstream single-origins awaken your palate with balanced, accessible flavors that highlight unique terroirs. It's your familiar ritual, passionately reimagined. #SpecialtyCoffee #MorningRitual
• •Headline: Dare to Explore? Our Experimental Coffees Await. Body: For the adventurous spirit. Our Experimental series features rare lots, unique processing methods, and flavors that push boundaries. This is where coffee becomes art. Are you ready? #ExperimentalCoffee #CoffeeConnoisseur #TasteTheUnexpected