Brand Tone

Friendly and Approachable, Community-Oriented and Caring, Positive and Upbeat, Sincere and Authentic, Innovative

Brand Values

• •Quality
• •Integrity
• •Community
• •Experience
• •Sustainability and Social Responsibility

Best Practices

• •Always Be Friendly and Positive: Use warm, inviting language. Focus on making the customer feel good. Words like "happy," "brighten," "smile," and "friendly" should be common.
• •Emphasize Community and Connection: Regularly highlight giveback initiatives and the impact the brand and its customers have on the community. Use "we" and "us" to foster a sense of togetherness.
• •Keep it Authentic and Sincere: Avoid overly corporate jargon. Communicate in a straightforward, genuine way that reflects real human interaction, just like a friendly barista.
• •Highlight the "Bean on Top" Experience: Consistently refer to this unique brand signature as a symbol of going the extra mile and adding a special touch to the customer's day.
• •Showcase Quality and Innovation (but keep it approachable): Talk about new drinks and quality ingredients in an exciting way, but ensure the language remains accessible and not intimidating to casual coffee drinkers. Focus on the enjoyable experience these innovations bring.

Social Perception

Largely seen as a friendly, community-focused coffee chain with good quality drinks, especially known for its drive-thru convenience and signature chocolate-covered bean. Their giveback initiatives are well-received and contribute to a positive image.

Copy Examples

• •Headline: Your Daily Dose of Happy. With a Bean on Top! Body: Kickstart your morning or find your afternoon pick-me-up at The Human Bean! Friendly faces, delicious coffee, and that little extra something to make you smile. Drive thru and let us brighten your day! #TheHumanBean #HappyHumanBeans #CoffeeLove
• •Headline: More Than Just Coffee. It's Community. Body: Every cup you buy helps us give back! This month, we're supporting [Local Charity Name/Cause]. Join us in making a difference, one delicious drink at a time. Learn more about our giveback days on our website! [Link] #HumanBeanCommunity #GiveBack #MakingADifference.
• •Headline: Taste the Bright® Side of Energy! Body: Need a boost? Our new Bright® Energy drinks are here! Crafted with clean caffeine from green coffee beans and bursting with flavor. What vibrant combo will you create today? #BrightEnergy #TheHumanBean #EnergyBoost.
• •Headline: From Our Family to Yours: Quality in Every Sip. Body: Since 1998, we've been committed to serving the best coffee, made with quality ingredients and a whole lotta love. Experience the Human Bean difference. #QualityCoffee #DriveThruPerfection #BeanOnTop.
• •Headline: We're Brewing Smiles, One Chocolate Bean at a Time! Body: It's our little way of saying thanks and making your day a bit sweeter. Swing by your nearest Human Bean and get your favorite drink, always with a bean on top! #SignatureBean #TheHumanBeanExperience #FriendlyService.