Brand Tone

Authentic & Passionate, Knowledgeable & Quality-Conscious, Warm & Welcoming, Proud & Heritage-Focused, Ethical & Responsible

Brand Values

• •Quality
• •Heritage & Family
• •Authenticity
• •Ethical Practices & Sustainability
• •Customer Focus
• •Community

Best Practices

• •Lead with Heritage: Consistently weave in the Nicaraguan origin story and the family's multi-generational involvement. This is a core differentiator.
• •Emphasize Farm-Direct and Ethical Impact: Clearly communicate the benefits of your sourcing model for both coffee quality and the Nicaraguan farming communities.
• •Use Sensory Language: Describe the coffee with evocative terms that highlight its unique flavor profiles, aroma, and the quality of the beans (e.g., bright, earthy, chocolaty finish, smooth, bold).
• •Showcase Real People: Feature the family members (founders, second generation) and, if possible, the farmers in Nicaragua. This reinforces authenticity and the family-owned value.
• •Maintain a Warm, Knowledgeable, and Appreciative Voice: Whether responding to comments or crafting posts, be friendly, share your coffee expertise willingly, and express gratitude to your customers and the communities you work with.

Social Perception

High-Quality Coffee Provider, Ethical and Trustworthy, Authentic Connection to Origin, Local Favorite with Wider Reach, Reliable & Consistent

Copy Examples

• •Headline: Rooted in Nicaragua. Roasted in D.C. Loved Everywhere. Body: For over 30 years, our family has brought the finest single-origin Nicaraguan coffee to your cup. Taste the tradition, dedication, and vibrant flavors that only come from beans nurtured in volcanic soil and roasted with passion. #SantaLuciaCoffee #NicaraguanGold #FamilyBrewed #DCcoffee
• •Headline: More Than a Morning Ritual. It's a Santa Lucia Moment. Body: From the shade-grown mountains of Nicaragua to our D.C. roastery, every Santa Lucia bean tells a story of quality and care. Smooth, rich, and ethically sourced – discover your perfect cup. Shop our Classic Roast today! #SpecialtyCoffee #EthicalSourcing #WomensOwned #LatinOwned #MorningPerfection
• •Headline: Taste the Difference Family Makes. Body: We're a second-generation, women and Latin-owned family business, pouring our heart into every batch of Santa Lucia Coffee. Experience the authentic taste of Nicaragua, knowing you're supporting fair prices for farmers and sustainable practices. #DirectTradeCoffee #SustainableSips #CraftCoffee #SantaLuciaLegacy
• •Headline: Your D.C. Original, Now Nationwide. Body: Serving Washington D.C.'s finest restaurants and coffee lovers for decades, Santa Lucia Coffee is now available at your doorstep. Experience the premium, single-origin Nicaraguan coffee that's become a capital favorite. #DCCoffeeScene #NicaraguanBeans #RoastedFresh #CoffeeDelivery
• •Headline: Unlock Rich Flavors. Embrace True Nicaraguan Coffee. Body: Discover the smooth chocolate notes and subtle spice of our Vienna Roast, or the bright earthiness of our Classic. Santa Lucia Coffee offers a journey through the best of Nicaraguan specialty beans, always ethically sourced and family-roasted. #FlavorJourney #SingleOrigin #PremiumCoffee #EthicallySourced