Brand Tone

Ethical & Activist, Passionate & Sincere, Educational & Informative, Community-Oriented & Grateful, Pioneering & Experienced

Brand Values

• •Justice & Fairness
• •Sustainability & Environmentalism
• •Quality & Craftsmanship
• •Transparency & Accountability
• •Community & Relationships
• •Integrity & Authenticity

Best Practices

• •Lead with Values: Always tie the product (coffee) back to the core values of justice, sustainability, and community. Let the 'why' behind the coffee shine through.
• •Storytelling is Key: Share the rich history of the company, the founder's vision, and the stories of the farmers and communities they partner with. This makes the ethical message more engaging and relatable.
• •Be Specific and Transparent: Instead of vague claims, use concrete examples of their certifications (B Corp, Fair Trade, Organic, Bird Friendly), partnerships, and impact. Explain what these mean for the coffee and the people growing it.
• •Use Empowering Language: Focus on the positive impact of choosing Thanksgiving Coffee, empowering consumers to be part of a solution and a community that cares.
• •Maintain Authenticity: The voice should remain sincere, passionate, and deeply knowledgeable, reflecting the genuine commitment that has defined the brand for decades. Avoid overly corporate or trendy jargon that doesn't align with their established, earnest tone.

Social Perception

Highly Ethical & Reputable, High-Quality Coffee, Pioneering & Influential, Community-Focused, Purpose-Driven

Copy Examples

• •Headline: More Than a Morning Ritual. It's a Movement. Body: Every cup of Thanksgiving Coffee is a promise – to our farmers, our planet, and to you. Taste the difference that decades of dedication to justice and quality make. #NotJustACup #EthicalCoffee
• •Headline: Grown with Care, Roasted with Passion. Body: From shade-grown farms that protect migratory birds to your favorite mug, our coffee tells a story of sustainability and rich flavor. Join us in supporting a more just world, one delicious sip at a time. #ThanksgivingCoffee #SustainableSips
• •Headline: 50 Years of Brewing Change. Body: Since 1972, we've believed coffee can be a force for good. Our commitment to Fair Trade, organic practices, and farmer empowerment is stronger than ever. Experience the legacy. #AJustCup #PioneerInCoffee
• •Headline: Know Your Farmer, Know Your Coffee. Body: We build lasting relationships with the incredible cooperatives who grow our beans, ensuring they earn a fair wage for their exceptional work. It's coffee that tastes good, and *does* good. #DirectTrade #CommunityCoffee
• •Headline: Your Daily Brew, Their Brighter Future. Body: Choosing Thanksgiving Coffee means investing in sustainable livelihoods and thriving ecosystems. Every purchase supports our mission: Not Just A Cup, But A Just Cup. #BCorp #CoffeeForACause