Brand Tone

Playful & Humorous, Approachable & Welcoming, Passionate & Knowledgeable, Empowering & Inclusive, Community-Oriented

Brand Values

• •Inclusivity & Diversity
• •Quality
• •Empowerment
• •Authenticity
• •Community Engagement & Social Responsibility
• •Accessibility

Best Practices

• •Embrace the "Scary Good" Duality: Consistently balance the playful, spooky, and humorous elements with the serious commitment to quality, inclusivity, and empowerment. The "scary" should be fun and inviting, never off-putting.
• •Highlight Your "Why": Regularly weave in the story of the founders and the brand's mission of inclusivity and representation for women and LGBTQ+ people of color. This is a key differentiator and resonates with your audience.
• •Speak to Everyone, Welcome All: While celebrating specific communities, ensure the overall language is welcoming and makes it clear that Scary Good Coffee is for *everyone* who loves great coffee. Use inclusive pronouns and imagery.
• •Keep it Authentic and Passionate: Let the genuine love for coffee and the passion for the mission shine through. Avoid overly corporate or generic language. Share knowledge, brewing tips, and the stories behind the beans.
• •Engage with a Playful Edge: When interacting on social media or in descriptions, don't be afraid to use puns, witty remarks, or tie into the "scary" theme in a lighthearted way, while always remaining respectful and mission-aligned. For example, "Our coffee is so good, it's spooky!" or "Warning: May cause extreme happiness and productivity."

Social Perception

Highly Positive, Supportive of Mission, Seen as High Quality & Unique, Community Focused, Playful

Copy Examples

• •Headline: Don't Be Afraid of Great Coffee. Body: At Scary Good Coffee, we believe amazing coffee should thrill your taste buds, not intimidate your brewing skills. Explore our frighteningly delicious, freshly roasted blends and discover how easy it is to make a killer cup at home. Brew boldly!
• •Headline: Seriously Spooky, Seriously Good. Body: Our Zombie Breakfast Blend is so good, it'll bring you back to life! Roasted to order in Long Beach by your local queer, women-of-color-owned coffee crew. Taste the passion, support the community.
• •Headline: More Than Just Coffee. It's a Brew-tiful Revolution. Body: We're Scary Good Coffee, and we're brewing up change. Every bean we roast and every cup you enjoy supports a more inclusive and equitable coffee world. Join us in celebrating diversity, one delicious sip at a time.
• •Headline: What's Scarier Than Running Out of Coffee? Bad Coffee. Body: We've got you covered. Our expertly sourced beans are roasted to perfection, ensuring a "frighteningly delicious" experience every time. From single origins to monstrously tasty blends, find your new obsession.
• •Headline: Dare to Drink Differently? Body: Scary Good Coffee isn't just a name, it's an invitation. An invitation to explore bold flavors, support a mission-driven brand, and join a community that celebrates everyone. Are you in?