Brand Tone

Friendly & Approachable, Positive & Cheerful, Passionate, Authentic & Down-to-Earth, Community-Oriented

Brand Values

• •Quality & Craftsmanship
• •Sustainability & Eco-Consciousness
• •Joy & Passion for Life (The "Pura Vida" Spirit)
• •Community Focus
• •Authenticity & Heritage

Best Practices

• •Embrace "Pura Vida": Always infuse a sense of positivity, joy, and appreciation for life into your messaging. Use uplifting language and focus on the enjoyable experience of coffee.
• •Stay Authentic & Tell Your Story: Regularly weave in elements of your unique origin story (popcorn popper, VW bus, Costa Rican inspiration). This keeps the brand grounded and relatable.
• •Highlight Quality & Craftsmanship with Passion: Speak about your coffee beans, roasting process, and drink preparation with genuine enthusiasm and detail that conveys your commitment to excellence.
• •Foster Community Connection: Address your Jacksonville audience directly. Reference local spots or events when appropriate. Use inclusive language that makes customers feel like part of the Pura Bean family.
• •Keep it Friendly and Approachable: Avoid overly technical jargon unless explaining something specific about the coffee in an accessible way. The voice should feel like a friendly chat with a passionate coffee lover.

Social Perception

Highly Regarded for Quality, Excellent Customer Service, Inviting Atmosphere, Memorable Branding, Local Favorite

Copy Examples

• •Start your day the Pura Bean way! ☀️ Our fresh-roasted artisan coffee isn't just a drink, it's a little cup of 'pura vida.' Swing by and taste the sunshine.
• •From sustainable farms to your cup, every Pura Bean coffee tells a story of quality and care. We’re passionate about great coffee and a happy planet. 🌿 #PuraBeanPledge
• •Remember our orange VW bus? It's more than just a ride – it's how we share our love for small-batch coffee with our Jacksonville family. Catch us around town or visit our cozy spot! 🚐☕ #LocalLoveJAX
• •Life's too short for ordinary coffee. At Pura Bean, we believe in slowing down, savoring the craft, and enjoying every sip. Find your moment with us. ✨
• •Meet the beans behind your favorite brew! We carefully select and roast each batch to perfection, because you deserve nothing less. What Pura Bean blend are you loving today?