Brand Tone

Passionate, Knowledgeable, Community-Focused, Welcoming, Quality-Driven, Artisanal, Ethical, Transparent, Modern, and Refined.

Brand Values

• •Quality
• •Community
• •Sustainability & Ethics
• •Hospitality & Service
• •Integrity & Transparency
• •Balance
• •Creativity & Innovation

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of RowanCoffee's tone (passionate, knowledgeable, welcoming, quality-driven, ethical, modern, refined) with examples of do's and don'ts. Share this with anyone creating content.
• •Educate on Core Values: Ensure all copywriters understand and can articulate the brand's core values of quality, community, sustainability, hospitality, integrity, balance, and creativity. These values should subtly underpin the messaging.
• •Focus on Storytelling: Share the stories behind the coffee – the origins, the producers, the roasting process, the community impact. This naturally conveys passion and knowledge.
• •Be Authentic and Transparent: Use clear, honest language. If discussing complex coffee topics, explain them in an accessible way without being condescending. The "Test Roast" product is a good example of transparency.
• •Maintain Visual-Verbal Cohesion: Ensure the tone of the copy aligns with the visual aesthetic (clean, modern, high-quality). The language should feel as refined and thoughtful as the cafe designs and product presentation.

Social Perception

High-Quality Coffee Provider, Aesthetically Pleasing Spaces, Community Hub, Knowledgeable Staff, Resilient & Adaptive.

Copy Examples

• •Instagram Post (New Coffee Release): "Meet our latest arrival: [Coffee Name] from [Region/Farm]. We're tasting vibrant notes of [Flavor Note 1], [Flavor Note 2], and a hint of [Flavor Note 3]. Roasted with care right here in Asheville to bring out its unique story. Come grab a bag and let us know what you discover in your cup. #RowanCoffee #SpecialtyCoffee #AshevilleCoffee #NewRoast #CoffeeStory"
• •Website Banner (Subscription Service): "Never run out of exceptional coffee. RowanCoffee subscriptions deliver curated, freshly roasted beans straight to your door. Explore unique origins, support sustainable practices, and elevate your daily ritual. Taste the balance. #CoffeeSubscription #FreshlyRoasted #EthicalSourcing"
• •In-Cafe Signage (Highlighting Values): "At RowanCoffee, every bean tells a story of quality, community, and care. From our dedicated producers to your perfectly brewed cup, we're passionate about creating an experience that's as balanced and enjoyable as our coffee. Thanks for being part of our journey. #CommunityCoffee #SustainableSips #AshevilleNC"
• •Facebook Ad (Promoting Cafe Experience): "Your Asheville coffee sanctuary awaits. Whether you're seeking a quiet moment with a meticulously crafted espresso or a bright space to connect, RowanCoffee offers a warm welcome and exceptional brews. Visit us downtown or at our new West Asheville roastery & cafe. #RowanCafe #AshevilleVibes #CoffeeLovers #SupportLocalAVL"
• •Product Description (Single Origin Coffee): "Discover the heart of [Country] with our [Coffee Name]. Sourced through our trusted partners at [Importer, if shareable], these beans are a testament to the dedication of [Producer/Co-op, if known]. We've roasted them to highlight their inherent [Key Characteristic, e.g., bright acidity, creamy body] and complex notes of [Flavor 1], [Flavor 2], and a [Flavor 3] finish. Perfect for your pour-over or favorite brew method. #SingleOrigin #SpecialtyRoast #KnowYourCoffee #RowanRoasters"