Brand Tone

Authentic & Passionate, Story-Driven & Engaging, Community-Focused & Welcoming, Knowledgeable & Educational, Warm & Friendly

Brand Values

• •Storytelling
• •Quality & Excellence
• •Community
• •Authenticity & Transparency
• •Relationship Building
• •Cultural Celebration
• •Hospitality & Education

Best Practices

• •Prioritize Storytelling: Ensure that copy, wherever possible, weaves in the narrative aspect of the brand – whether it's about the coffee's origin, the producer's efforts, the founders' journey, or the community being built. Always ask: 'What's the story here?'
• •Emphasize Authenticity and Passion: Use genuine, heartfelt language that reflects a true love for coffee and the people involved. Avoid overly corporate or generic phrasing. Let the founders' passion shine through.
• •Foster a Sense of Community: Write inclusively, using welcoming and friendly language. Address the audience as part of the 'Resident fam.' Highlight opportunities for connection and shared experiences.
• •Balance Expertise with Accessibility: Share knowledge about coffee in a way that is informative but not intimidating. Educate customers about tasting notes, origins, and processes in an engaging manner.
• •Maintain Warmth and Hospitality: Even in written communication, strive for a tone that feels like a friendly conversation in a cozy cafe. Be approachable and focus on creating a positive, welcoming experience for the reader.

Social Perception

High-Quality Roaster, Passionate & Knowledgeable, Community-Oriented, Authentic & Trustworthy, Innovative & Engaging

Copy Examples

• •Headline: Beyond the Bean: Discover the Story in Every Cup. Body: At Resident Coffee, every roast has a narrative, every sip a journey. We're passionate about connecting you with the incredible people and places behind our coffee. Taste the story. #ResidentCoffee #StorytellingThroughCoffee #GainesvilleCoffee
• •Headline: Your New Daily Ritual, Steeped in Community. Body: From our roastery to your cup, and soon, to our new flagship cafe at 4401 NW 25th Pl! Resident Coffee is more than just exceptional brews; it's a place to gather, share, and belong. Join our Gainesville family. #ResidentFlagship #CoffeeCultureCommunity #GNVCoffee
• •Headline: Crafted with Passion, Sourced with Purpose. Body: Founders Gabriel and Noe pour their heritage and expertise into every batch. Experience intentionally sourced beans, roasted to perfection, and discover flavors that speak volumes. #ResidentRoasters #QualityCoffee #HispanicHeritage #CraftRoasted
• •Headline: More Than a Morning Kickstart. It's a Connection. Body: We believe coffee is a catalyst for meaningful moments. From the dedicated farmers to our passionate baristas, we're building relationships, one cup at a time. Experience the Resident difference. #MeaningfulConnections #ExceptionalCoffee #ResidentExperience
• •Headline: Taste the Authenticity. Share the Story. Body: No shortcuts, just incredible coffee and the remarkable people who make it possible. Our new 'BIG SHOT' Blend is waiting for you. What story will your cup tell today? #BeAResident #AuthenticCoffee #SpecialtyRoast