Brand Tone

Humorous, witty, approachable, and authentic.

Brand Values

• •Ethical Sourcing & Sustainability: They emphasize buying beans directly from farmers to ensure fair prices and ethical labor standards, and support World Coffee Research.
• •Freshness & Quality: Coffee is roasted to order and shipped the same day to ensure maximum freshness. They use specialty grade beans.
• •Personality & Humor: The brand is built around a "big personality," using humor and creativity in their product naming and branding.
• •Authenticity & Transparency: They share their story openly and aim to connect with customers on a personal level. The name "To Be Determined" itself suggests an ongoing, transparent journey.
• •Community: They aim to build a community of "humor-loving roasted-to-order coffee fans" and enjoy connecting with people at local markets.
• •Creativity & Passion: The company was born out of a desire for a creative outlet and a passion for coffee and working together.
• •Supporting Small Business: They position themselves as consumers who understand the desire to support small, ethical businesses.

Best Practices

• •Embrace Humor and Wit: Consistently inject humor, pop culture references, and relatable everyday absurdities into your copy across all platforms. Don't be afraid to be playful, even in product descriptions.
• •Maintain Authenticity: Share the founders' story, the "why" behind the brand, and be transparent about sourcing and processes. Let the genuine passion for coffee and creativity shine through.
• •Be Conversational and Approachable: Write as you would talk to a friend (a witty, coffee-loving friend, that is). Use inclusive language, ask questions to engage your audience, and avoid overly corporate jargon.
• •Highlight Your Values Naturally: Weave your commitment to ethical sourcing, freshness, and quality into your storytelling rather than just stating them as facts. Show, don't just tell, how these values are enacted (e.g., "Our farmers get a better deal, you get a higher quality bean").
• •Stay Agile and Relevant with Thematic Content: Continue the practice of creating themed bags and content that ties into current events or life experiences, as this aligns perfectly with the "To Be Determined" and personality-driven aspects of the brand. This keeps the brand fresh and engaging.

Social Perception

Positive Customer Feedback: Customers praise the coffee quality, unique flavors, and the brand's engaging personality. Reviews highlight the freshness and taste, often comparing it favorably to larger coffee chains. Appreciation for Humor and Branding: The unique, humorous, and often pop-culture-themed product names (e.g., "Parrot Pedro Pascal's Pick-Me-Up Coffee," "Emo...tional Support Dark Roast," "Duck the Patriarchy") are well-received and a key differentiator. This makes the brand memorable and shareable. Seen as Ethical and High Quality: Their commitment to ethical sourcing and fresh roasting resonates with consumers looking for more than just coffee, but a product with a story and values. Relatable Founders: The story of Ashley and Zach starting the company during the pandemic adds a relatable and human element. Engaging and Approachable: The brand is perceived as fun, down-to-earth, and interactive, particularly on Instagram. Their presence at local markets also fosters direct, positive interaction.

Copy Examples

• •Headline: Officially Over Adulting? Our "Gotta Put Pants On Today" blend is your co-pilot. Body: Some mornings, the biggest win is just... pants. We get it. This extra caf light roast is your (delicious) secret weapon. Ethically sourced, freshly roasted, and ready to tackle whatever the day (or your cat) throws at you. Pants optional, amazing coffee mandatory. Call to Action: Fuel your questionable decisions. Shop Now!
• •Headline: This Coffee Might Just Understand Your Email Struggles. Body: Ah, the "Per My Last Email" dark roast. For those moments when you need something strong, bold, and deeply satisfying – just like the email you *wish* you could send. Roasted in LA with beans that are as ethically sourced as your intentions are good. Call to Action: Add to cart & conquer your inbox.
• •Headline: Feeling a Little 'Delulu is the Solulu'? We've Got the Decaf. Body: Embrace your inner main character with our delightfully smooth Peru Swiss Water Decaf. All the personality, none of the jitters, because sometimes the best solutions are a little bit delulu and a lot of delicious coffee. Freshly roasted, because your dreams deserve the best. Call to Action: Get your 'solulu' sip!
• •Headline: Our Dachshund Director of Consumer Affairs Approves This Message (and this coffee). Body: Marlee the Dachshund takes her coffee (and her naps) very seriously. That's why our "Doggone Good Caramel Coffee" is made with love, ethically sourced beans, and a hint of sweetness – just like our furry supervisor. Roasted fresh, because every good dog (and human) deserves the best. Call to Action: Treat yourself (and your human). Shop Marlee's fave!
• •Headline: Freshly Roasted in LA: Because Life's Too Short for Stale Coffee & Bad Vibes. Body: We're TBD Coffee Co – 'To Be Determined' because we're always brewing up something new, and 'The Best Damn' because, well, try it. We kiss every bean (metaphorically) and ship it fresh the same day it's roasted. Join our crew of humor-loving coffee fanatics! Call to Action: Discover your new favorite roast!