Brand Tone

Approachable and Relatable, Positive and Uplifting, Informative yet Casual, Honest and Transparent, Playful and Modern

Brand Values

• •Wellness & Health: Prioritizing physical and mental well-being by offering a healthier alternative to coffee that provides sustained energy, focus, and stress reduction.
• •Quality Ingredients: Emphasizing the use of high-grade superfoods, adaptogens, and mushrooms.
• •Effectiveness: Delivering on the promise of energy and focus without the negative side effects of coffee.
• •Taste Experience: Creating a unique and enjoyable flavor profile that satisfies the ritualistic aspect of a warm beverage.
• •Customer-Centricity: Addressing customer pain points (jitters, crashes, acidity) and building a community around a shared desire for a better energy solution.
• •Transparency: Openly sharing their story and information about their product.

Best Practices

• •Stay Relatable and Empathetic: Always write from the perspective of understanding the customer's challenges with coffee (jitters, crashes, acidity) and how Joe'y offers a genuine solution. Use "we" and "you" to foster connection.
• •Highlight Benefits, Not Just Features: Instead of just listing ingredients, explain *how* those ingredients (like adaptogens and superfoods) translate into tangible benefits for the customer (e.g., "Lion's Mane for focus," "Ashwagandha for calm," "Cacao for clean energy").
• •Keep it Positive and Solution-Oriented: Focus on the positive experience Joe'y provides. Even when referencing the downsides of coffee, quickly pivot to how Joe'y is the better alternative.
• •Use Clear, Conversational Language: Avoid overly technical jargon. Explain the product and its benefits in a way that is easy to understand, friendly, and approachable, just like talking to a friend.
• •Be Authentic and Honest: Continue to share the founders' story and the "why" behind the brand. Acknowledge that it's not coffee, but something new and different to set clear expectations while highlighting its unique advantages.

Social Perception

Positive, Effective Coffee Alternative, Good Taste (Unique), Gentle on the Stomach, Slightly Premium Price Point, Engaged Community

Copy Examples

• •Headline: Ditch the Jitters, Keep the Boost. Meet Joe'y. Body: Tired of that 3 PM coffee crash? We get it. That’s why we created Joe'y – your new morning ritual packed with superfoods and adaptogens. Get ready for smooth, sustained energy and laser focus, all without the anxious buzz. Sip your way to a better day! #DrinkJoey #NoJittersNoCrash
• •Headline: Your Brain's New Best Friend. Body: Say hello to Joe'y, the coffee alternative that’s more than just a drink – it’s a brain hug in a mug! Crafted with Lion's Mane for focus and Ashwagandha for calm, Joe'y helps you conquer your day, one delicious sip at a time. Upgrade your cup, upgrade your mind. #SuperfoodSip #FocusedEnergy
• •Headline: Coffee Breakup? We’ve Got You. Body: Letting go of coffee can be tough, but what if your next love was even better? Joe'y offers that rich, roasted satisfaction with a hint of cacao and cinnamon, plus a powerful blend of adaptogens for all-day good vibes. It’s not coffee, it’s Joe'y – and it’s time you two met. #HelloJoey #BetterMornings
• •Headline: Taste the Future of Your Mornings. Body: Joe'y isn’t trying to be coffee; it’s creating a whole new delicious experience. Imagine a warm, rich, and roasted drink that fuels your body with 12 superfood ingredients and leaves you feeling amazing – no jitters, no crash, just pure, smooth energy. Ready for your upgrade? #TheJoeyWay #WellnessRoutine
• •Headline: Not a Wellness Guru? Neither Are We. Just Ex-Coffee Lovers Who Found Something Better. Body: We created Joe'y because, like you, we needed energy and focus without the downsides of too much caffeine. Our blend of superfoods, mushrooms, and adaptogens is simply a delicious way to feel your best, tackle your to-do list, and actually enjoy your mornings again. Give Joe'y a try – your body (and mind) will thank you. #RealEnergy #DrinkJoeyStory