Brand Tone

Ethical & Transparent, Passionate & Knowledgeable, Approachable & Friendly, Community-Focused, Quality-Conscious

Brand Values

• •Ethical Sourcing
• •Transparency
• •Quality
• •Sustainability & Positive Impact
• •Relationships & Community
• •Accessibility

Best Practices

• •Prioritize Ethical Storytelling: Always lead with your commitment to ethical sourcing and transparency. Share stories of your partner farmers (with their consent) and the impact of your "Brew good, do good" initiatives. This reinforces your core values.
• •Educate with Passion, Not Preachiness: Share your knowledge about coffee in an accessible and enthusiastic way. Explain complex topics like "C Price" or processing methods simply, inviting customers into the world of specialty coffee rather than making it feel exclusive.
• •Maintain Transparency in Communication: Regularly publish transparency reports or updates on pricing and sourcing. When discussing your coffee, link it back to the origin and the people behind it.
• •Engage Authentically: Respond to comments and messages with a friendly, helpful, and genuine voice. Foster a sense of community by acknowledging customer feedback and participating in conversations about coffee and ethical practices.
• •Visual Consistency Reflecting Values: Ensure your imagery (on social media, website, packaging) aligns with your tone – clean, modern, and authentic, perhaps featuring the coffee's origins or the people involved, reinforcing the connection between the consumer and the source.

Social Perception

A roaster with a strong ethical compass, Passionate about coffee, A provider of high-quality coffee, Community-oriented, Trustworthy

Copy Examples

• •Headline: Beyond the Bean: Coffee That Cares. Body: At Therefore Coffee, every sip tells a story of fairness and quality. We partner directly with farmers, ensuring they earn what they deserve for their incredible beans. Taste the difference dedication makes. #EthicalCoffee #SpecialtyRoast #ThereforeDifference
• •Headline: Know Your Brew, Know Your Impact. Body: We believe in transparency from farm to cup. That's why we share what we pay our producers. Choose Therefore Coffee for a truly conscious cup, roasted with passion right here in New York. Learn more about our sourcing on our website. #TransparentTrade #NYCCoffee #QualityFirst
• •Headline: More Than Just Morning Fuel. It's a Movement. Body: Your daily coffee can be a force for good. With our 'Brew good, do good' project, every kilogram sold helps us give back directly to the communities that grow our exceptional coffee. Join us in making a tangible difference. #BrewGoodDoGood #CommunityCoffee #ThereforeValues
• •Headline: Approachably Excellent. Seriously Delicious. Body: Dive into the world of specialty coffee without the intimidation. We roast for exceptional flavor and a shared love of the craft. Discover your new favorite blend with Therefore Coffee – coffee for here, there, and everywhere. #SpecialtyAccessible #CoffeeLovers #RoastedInNY
• •Headline: The Journey of Your Coffee Matters. Body: From the dedicated farmers in Peru meticulously cultivating each cherry, to our roastery in New York, we honor the journey. Experience complex notes and a rich, satisfying cup that respects both people and planet. #ConsciousCulture #PeruToNY #ThereforeCoffee