Brand Tone

Bold, Welcoming, and Pragmatic

Brand Values

• •Quality & Craftsmanship
• •Community & Local Support
• •Generosity & Value
• •Authenticity & Passion

Best Practices

• •Lead with Texas Pride: Use direct, confident language that reinforces the brand's Texan identity. Phrases like "In Texas," "The Texas Way," and "Howdy" can be used to establish an authentic sense of place.
• •Always Highlight Value: The "more for less" message is a powerful differentiator. Consistently mention the one-kilo bag size and the value it represents in marketing materials.
• •Speak with Welcoming Confidence: The tone should be bold but not exclusive. Use inviting and direct language like "Come and Get It" or "We'll be ready for you" to make customers feel like they are part of the community.
• •Ground Everything in Quality and Freshness: Continuously use terms like "small-batch," "roasted in-house," "premium beans," and "made from scratch" to reinforce the brand's commitment to craftsmanship.
• •Tell the Community Story: Weave the mission of supporting Texas lands and the role of the cafe as a local gathering place into product descriptions, social posts, and website copy. This transforms a purchase into participation in a larger story.

Social Perception

cherished local gem that delivers exceptional quality and a strong sense of community

Copy Examples

• •Headline: More Coffee. More Texas. Body: Tired of tiny coffee bags? We believe in bigger and better. Get 2.2 lbs of our small-batch, premium roasted coffee delivered to your door. It’s how Texas does coffee. Shop our signature blends now.
• •Headline: A Cup of Texas, For Texas. Body: Every bag of our fresh-roasted coffee helps support Texas lands and communities. Drink good coffee, do good in your community. It’s that simple.
• •Subject: Roasted Fresh Daily in Bastrop. Come And Get It. Body: Howdy, neighbor. The roaster is fired up and the beans are ready. Whether it's our bold Thunderbolt blend or the smooth Lost Pines, we've got a fresh kilo bag with your name on it.
• •Headline: Your New Go-To Coffee Shop. Body: With coffee roasted in-house, pastries baked from scratch, and live music on the weekends, we're more than a cafe—we're a community. Stop by Texas Coffee Works on Hwy 71 and feel right at home.
• •Name: Tres Hombres Signature Blend Description: A bold, no-nonsense blend for the everyday Texan. Roasted right here in Bastrop, this coffee is dependable, full-bodied, and straightforward—just like the folks who drink it. Expect rich flavor that stands tall, cup after cup.