Brand Tone

Passionate, Educational, and Community-Centric, reflecting a deep enthusiasm for craft, a knowledgeable guide role, and a strong connection to its Milwaukee roots.

Brand Values

• •Sustainability and Ethical Sourcing
• •Craftsmanship and Quality
• •Community Impact
• •Continuous Learning and Improvement
• •Remarkable Care

Best Practices

• •Lead with the "Why": Always connect the product back to a core value. Don't just sell a coffee; sell the story of its origin, the sustainable practices behind it, or the community it supports.
• •Be a "Passionate Geek," Not a Gatekeeper: Use descriptive, sensory language to talk about coffee in an exciting and knowledgeable way. Avoid overly technical jargon that might intimidate newcomers. The goal is to invite people in and share your passion, not to exclude them.
• •Show, Don't Just Tell: Instead of simply saying you're sustainable, provide concrete data and examples. Mention the 94% of café energy from wind farms, the 150,000+ pounds of composted waste, and the fact you pay 71% above the Fair Trade minimum.
• •Champion Your Community: Regularly feature your Milwaukee roots, your employees, and your customers in your content. This reinforces your identity as a community-centric brand and fosters a sense of belonging among your audience.
• •Maintain a Consistent Voice Across All Platforms: Whether it’s an internal update to employees, a tweet, or a product description, the tone should always feel like Stone Creek: knowledgeable, caring, a little geeky, and deeply committed to doing good.

Social Perception

Stone Creek Coffee is perceived as a high-quality, trustworthy, and deeply ethical coffee company. It's seen as a local leader in Milwaukee, an ethical brand due to its B Corp status and transparency, and offers premium yet accessible products.

Copy Examples

• •Instagram Post - New Coffee Launch: Meet the new Guatemala El Tesoro. Taste the Journey. From the hills of Huehuetenango, this is more than coffee; it’s a story of partnership. For over a decade, we've worked with farmer Mauricio Rosales, whose commitment to quality is second to none. This microlot bursts with notes of crisp apple, honey, and a hint of floral sweetness. Every sip supports our Farm to Cup promise and the community that makes it possible. Brew a cup and taste the care. #StoneCreekCoffee #FarmToCup #SpecialtyCoffee #Guatemala
• •Email Newsletter Subject Line: It’s More Than a Pod. It’s an Escape. 🚀
• •Website Banner - Sustainability Focus: Brewing Change, One Cup at a Time. As a Certified B Corp, our commitment to sustainability is roasted into every bean. From paying beyond fair trade prices to powering our roastery with local wind energy, we believe great coffee should be good for everyone. Learn about our impact.
• •Facebook Ad - Local Focus: Your Milwaukee Morning, Brewed by Us. For over 30 years, we've been part of your daily ritual. From the pre-work rush to the lazy Saturday meetup, we're here for it. We're proud to be Milwaukee-based, Milwaukee-brewed, and Milwaukee-loved. What’s your Stone Creek story? #Milwaukee #LocalCoffee #Community
• •Product Description - Green Bike Espresso: Name: Green Bike Espresso Description: Fuel your hustle. Green Bike is for those who get things done. A balanced and full-bodied blend, it delivers classic notes of dark chocolate, toasted almond, and a touch of brown sugar sweetness. It’s the perfect shot to power your morning commute or your next big idea. Engineered to be consistent, smooth, and endlessly satisfying. #CoffeeGeeks #Espresso