Brand Tone

Friendly and Welcoming, Passionate and Enthusiastic, Community-Oriented, Slightly Playful/Quirky

Brand Values

• •Community
• •Quality
• •Animal Welfare
• •Resilience and Adaptability
• •Customer Experience
• •Ethical Practices

Best Practices

• •Develop a Brand Voice Guide: Clearly define the tone (e.g., friendly, passionate, quirky), language style (e.g., use of slang, humor, level of formality), and key messages. Share this with anyone creating content.
• •Embody Your Values: Ensure all copy genuinely reflects Stella Coffee's core values of community, quality, animal welfare, and resilience. Authenticity is key.
• •Use "Stella-isms": Incorporate recurring phrases or concepts that are unique to the brand, like "bomb burritos," "Save The Mutts," or references to their Frenchie mascot and "home away from home" feel.
• •Engage with Your Community: Mirror the friendly and welcoming tone in responses to comments and reviews. Use language that fosters a sense of belonging and conversation.
• •Stay True to the "Why": Continuously revisit the brand's origin story (born from the pandemic, passion for connection and animal welfare) to ensure the copy remains grounded in its purpose and resonates with the target audience.

Social Perception

Positive Overall, Welcoming and Cozy Atmosphere, Pet-Friendly, Community-Minded, Trendy and Chic

Copy Examples

• •Headline: Your LA Home Away From Home (Plus, Pawsitively Great Coffee!) Body: More than just your daily caffeine fix, Stella Coffee is where good vibes, great humans, and even better coffee come together. Oh, and did we mention we’re on a mission to save all the mutts? Every sip helps! 🐾 #StellaCoffeeLA #CommunityLove #RescuePups
• •Headline: Warning: Our Breakfast Burritos May Cause Extreme Happiness. Body: We’re not saying our "Heart Attack for Breakfast" burrito will solve all your problems, but it’s a pretty delicious place to start. Packed with flavor and made with love – because that’s how we roll. What’s your go-to Stella fuel? #BombBurritos #LAFoodie #StellaFuel
• •Headline: Coffee. Community. Cuddly Pups (at heart!). Body: At Stella, we’re passionate about three things: amazing coffee, building our LA family, and making the world a kinder place for our four-legged friends. Join the Stella Social Club for good times and good deeds! [Link to social club/newsletter] #MoreThanCoffee #SaveTheMuttsLA #LACommunity
• •Headline: Feeling Ruff? A Stella Latte is the Purrfect Pick-Me-Up! Body: Life in LA can be a hustle! Swing by Stella for your moment of zen – expertly brewed coffee, fresh pastries, and a friendly face guaranteed. We’re your neighborhood spot to recharge and wag your tail (figuratively, or literally if you bring your furry friend!). #StellaVibes #LACoffee #PetFriendlyLA
• •Headline: Not All Heroes Wear Capes. Some Serve Amazing Coffee & Help Animals. Body: That’s us. Stella Coffee. We’re serious about our coffee and even more serious about supporting no-kill animal shelters. Grab a cup, snag some cool merch, and become a hero with us. 20% of net proceeds from merch go straight to the pups! #StellaSaves #CoffeeForACause #ShopStellaLA