Brand Tone

Ethical & Passionate, Friendly & Approachable, Community-Oriented, Authentic & Transparent, Slightly Quirky & Fun

Brand Values

• •Fairness & Equity
• •Sustainability & Environmental Stewardship
• •Quality
• •Community
• •Transparency & Education
• •Collaboration & Partnership
• •Inclusivity & Positivity

Best Practices

• •Lead with Values: Ensure all copy, from website text to social media captions, reflects Peace Coffee’s core values of fairness, sustainability, quality, community, and transparency. Explicitly mention 'fair trade' and 'organic' where relevant.
• •Maintain a Friendly and Approachable Voice: Use warm, inclusive, and positive language. Avoid overly technical jargon unless explaining a specific coffee characteristic, and even then, make it understandable. Engage with the audience in a conversational manner.
• •Be Authentic and Tell Stories: Share genuine stories about farmer partners, the impact of fair trade, sustainability initiatives, and company culture. Transparency builds trust and reinforces the brand’s ethical image.
• •Embrace the 'Quirky Fun' (Appropriately): Don't be afraid to inject personality, especially on platforms like TikTok and Instagram. Use playful language, share behind-the-scenes moments, and highlight unique aspects like bike deliveries, but always ensure it aligns with the overarching ethical message.
• •Educate and Empower: Use copywriting as an opportunity to inform consumers about the benefits of fair trade and organic coffee, and how their choices make a difference. Position Peace Coffee as a partner in making positive change.

Social Perception

Ethical Leader, High-Quality Coffee Provider, Community-Focused & Friendly, Authentic & Trustworthy, Purpose-Driven

Copy Examples

• •Meet our new [Coffee Name]! 🌿✨ Sustainably sourced from our amazing farmer partners in [Region], this 100% organic & fair trade brew offers notes of [flavor notes]. Every sip supports a better world, from bean to your beloved mug. #PeaceCoffee #EthicalCoffee #OrganicGoodness #KnowYourFarmer #InItForGood
• •More Than Just Coffee. It's a Commitment. For over 25 years, we've been brewing change with 100% fair trade, organic coffee that tastes good and *does* good. Join the Peace Coffee community. [Link to 'Our Story' or 'Values' page]
• •Subject: Fuel Your Day, Fairly. 🌱 Snippet: Discover the stories behind your favorite Peace Coffee. Learn how your morning cup empowers small-scale farmers and protects our planet. Plus, get a peek at our latest seasonal blend!
• •(Video: Upbeat, quick cuts showing coffee beans, farmers, baristas, bike delivery, happy customers) Voiceover/Text Overlay: 'What goes into your cup of Peace Coffee? Farmer relationships. Fair wages. Organic practices. Bike power. And a whole lotta love. ❤️☕️ #PeaceCoffee #FairTrade #Organic #Sustainability #BehindTheBeans #GoodCoffeeGoodVibes'
• •Our beloved Birchwood Blend: the perfect harmony of smooth and balanced flavors. This crowd-pleasing medium roast is 100% organic and fair trade, meticulously crafted to be your daily dose of 'good coffee.' Whether you're starting your day or seeking an afternoon pick-me-up, Birchwood delivers a consistently delicious cup that you can feel great about. Because every bean we source supports thriving communities and a healthier planet. #PeaceCoffee #BirchwoodBlend #OrganicCoffee #FairTradeCoffee #SustainablySourced