Brand Tone

Irreverent & Edgy, Bold & Confident, Energetic & Youthful, Anti-Pretension, Direct & Simple

Brand Values

• •Simplicity & Accessibility
• •Quality & Strength
• •Authenticity & Honesty
• •Innovation (Practical)
• •Efficiency & Convenience
• •Fueling Productivity & Creativity

Best Practices

• •Embrace the Edge: Don't shy away from bold, direct, and slightly irreverent language. Use humor and be unapologetically confident.
• •Focus on Speed & Simplicity: Highlight the convenience and no-fuss nature of the product. Avoid jargon and complicated descriptions.
• •Channel "Unhinged Energy": Inject a sense of playful chaos and high energy into the copy. Think witty, sharp, and memorable.
• •Be Authentically Anti-Pretentious: Consistently position Solo against the overly complex or snobbish aspects of coffee culture. Keep it real and relatable.
• •Speak Directly to the "Degenerate" (with a wink): Use language that resonates with a youthful audience that appreciates intensity, authenticity, and doesn't take itself too seriously. The "degenerate" is someone who cuts through the noise and gets things done, powered by strong coffee.

Social Perception

Disruptor/Challenger Brand, High-Energy & Intense, Convenient & Modern Solution, Good Quality Concentrate, Polarizing (Potentially), Cult Following

Copy Examples

• •Headline: Tired of coffee rituals that require a PhD? Body: Solo Coffee. Stupidly strong. Wickedly simple. Get your hit, no fuss. #NoMoreCoffeeSnobs
• •Headline: Your Brain Fog's Worst Nightmare. Body: Meet Solo. Espresso-strength concentrate that kicks harder than your Monday morning. Grab life by the beans. #FuelTheChaos
• •Headline: Pastels? Purpose? Please. We do caffeine-fueled chaos. Body: Solo Coffee: For those who like their coffee black, their mornings manic, and their BS non-existent. Ready-to-go when you are (or aren't). #CoffeeForDegenerates
• •Headline: Stop adulting. Start Solo-ing. Body: Complex brewing? Ain't nobody got time for that. Solo delivers a proper coffee kick straight from the carton. Iced, hot, spiked – your call. Just make it strong. #SoloNotSorry
• •Headline: Warning: May cause extreme productivity and an aversion to boring coffee. Body: Solo Coffee Concentrate. All killer, no filler. Real specialty coffee that’s ready before you can say "where’s my other sock?" #GetSoloDosed