Brand Tone

Community-focused and Supportive, Friendly and Welcoming, Artisanal and Quality-conscious, Playful and Approachable, Authentic and Local

Brand Values

• •Community Support: Providing a platform for local makers and engaging in community initiatives is a core principle.
• •Localism: Championing local products, talent, and the Evansville identity. The tagline 'SHOP LOCAL. DRINK COFFEE. RIVER CITY.' reinforces this.
• •Quality and Craftsmanship: Offering high-quality handmade goods and specialty coffee with house-made ingredients.
• •Connection and Creativity: Fostering a space for people to meet, connect, create, and participate in workshops and events.
• •Inclusivity and Fun: Creating a welcoming environment for everyone, with events designed to be enjoyable and low-pressure.

Best Practices

• •Embrace 'Local' in Language: Consistently use words like 'local,' 'community,' 'Evansville,' 'handmade,' and 'artisan.' Highlight the stories of your makers.
• •Maintain a Friendly & Welcoming Voice: Use approachable language. Address customers directly (e.g., 'you,' 'your'). Keep the tone positive, warm, and inviting, like talking to a neighbor.
• •Inject Playfulness Where Appropriate: Don't be afraid to use humor, especially when promoting events like the craft club. This makes the brand more relatable and less corporate. Ensure it aligns with the specific message – a community support message might be more earnest, while an event promotion can be more lighthearted.
• •Showcase Quality without Being Stuffy: Talk about 'high-quality ingredients,' 'house-made syrups,' and 'expertly crafted' items, but do so in a way that feels authentic and passionate, not exclusive or pretentious.
• •Be Community-Centric in Calls to Action: Encourage engagement that benefits the community, such as 'Support local artists,' 'Join our workshop,' or 'Connect with your neighbors.' Frame participation as a way to be part of something bigger.

Social Perception

Valued Community Hub, High-Quality Coffee and Goods, Friendly and Unique Destination, Innovative, Positive Reputation

Copy Examples

• •Headline: Your Daily Dose of Local Love (and Amazing Coffee). Body: Start your day the River City way! Sip on our signature lattes made with house-made syrups while browsing unique treasures from over 60 Evansville artisans. Every purchase supports our vibrant community. #ShopLocalEVV #RiverCityCoffeeAndGoods
• •Headline: More Than Just Coffee. It's Connection. Body: At River City Coffee + Goods, we're brewing up good times and great conversations. Join us for our next 'Meet the Maker' event or get creatively messy at our River Sh*tty Craft Club! Find your tribe, right here on Main Street. [Link to events page]
• •Headline: Gifts as Unique as Evansville. Body: Searching for that perfect something? From handcrafted jewelry to Evansville-proud tees, discover one-of-a-kind finds at River City. Because the best gifts tell a local story. #HandmadeWithLove #EVVPride
• •Headline: Taste the Craft in Every Cup. Body: Why settle for ordinary? Our baristas pour passion into every drink, from classic espressos to our famous house-made syrup specialties. Come experience the River City difference – where quality coffee meets local charm. #ArtisanCoffee #MadeInEVV
• •Headline: Get Your Craft On (No Perfection Required!). Body: Unleash your inner artist (or just have a laugh with friends) at our River Sh*tty Craft Club! It's all about fun, community, and making something uniquely yours. Check our schedule for the next session – creativity loves company! #CraftNightEVV #RiverCityFun