Brand Tone

Passionate & Principled, Informative & Educational, Authentic & Transparent, Warm & Community-Oriented, Hopeful & Empowering

Brand Values

• •Justice & Equity
• •Sustainability & Environmental Stewardship
• •Quality
• •Transparency
• •Community & Partnership
• •Advocacy & Education
• •Integrity

Best Practices

• •Lead with Purpose: Always tie the product back to the "why." Whether it's a new blend, a promotion, or a company update, frame it within the context of justice, sustainability, and community impact. The "Not Just a Cup, But a Just Cup" philosophy should be a guiding star.
• •Educate and Empower: Use copy as an opportunity to inform customers about the complexities of the coffee industry, the importance of ethical choices, and how their purchase makes a tangible difference. Avoid jargon where possible, or explain it clearly.
• •Maintain Authenticity and Transparency: Be honest and open. Share stories of farmers (with their consent and respectful portrayal), detail the impact of certifications, and don't shy away from discussing challenges if appropriate. Avoid overly slick or corporate language.
• •Use Inclusive and Hopeful Language: While addressing serious issues, maintain a tone that is empowering and optimistic, focusing on solutions and the positive change being created. Speak to a community of conscious consumers.
• •Be Consistent Across All Channels: While the format and length may vary (e.g., a detailed blog post vs. a short TikTok caption), the core values and passionate, principled tone should remain consistent. Ensure that anyone writing copy for the brand understands and can articulate these core elements.

Social Perception

A pioneering ethical brand, Trustworthy and transparent, High-quality coffee provider, A company that genuinely cares, Advocates for a better world

Copy Examples

• •This isn't just a morning ritual; it's a movement. 🌿 Every cup of Thanksgiving Coffee supports regenerative organic farming, champions biodiversity, and ensures a just return for the incredible farmers who cultivate these beans. Sip with purpose. Taste the change. #NotJustACup #AJustCup #EthicalCoffee #Sustainability #FairTrade
• •New Roast, Same Promise: Discover [Coffee Name] & Empower [Region/Cooperative] Farmers.
• •Experience the vibrant notes of [flavor profile] in our [Coffee Name] single-origin. Grown with care by the [Farmer Cooperative Name] in [Country], your purchase directly contributes to [specific impact, e.g., 'their reforestation efforts' or 'fair wages for 200 families']. More than exceptional coffee, it's a partnership for a thriving planet. #Bcorp #OrganicCoffee
• •Tired of coffee that leaves a bitter taste for the planet and its people? For over 50 years, Thanksgiving Coffee has been dedicated to a different path. We're a certified B Corp, committed to Fairtrade, organic, and justice in every cup. Make your coffee count. Learn more about our impact: [Link to website's 'Our Story' or 'Impact' page]
• •What if your daily coffee could help heal the earth and uplift communities? Ours does. We've been brewing up change since 1972. Join the #AJustCup movement. #ThanksgivingCoffee #EthicalSourcing #ClimateAction