Brand Tone

Ethical, Educational, and Passionate

Brand Values

• •Sustainability & Ecological Responsibility
• •Transparency
• •Quality & Craftsmanship
• •Community & Partnership

Best Practices

• •Lead with the "Why": Always connect the product (the coffee) back to the brand's core mission. Start with the impact, the fairness, or the "True Price" concept before diving into tasting notes. This reinforces the primary value proposition.
• •Educate with Passion: Use every piece of copy as a micro-lesson. Explain what an SCA score means, why acidity is a sign of quality, or how planting mangrove trees helps. Frame this education not as a lecture, but as sharing exciting, insider knowledge with a fellow coffee lover.
• •Use Transparent and Honest Language: Avoid generic marketing jargon. Be direct about the brand's model. Use phrases like "Here's what 'True Price' means for our farmers," or "This is why our coffee costs what it does." This builds trust and aligns with the brand's core value of transparency.
• •Emphasize Quality as a Result of Ethics: Position the exceptional taste of the coffee as a direct outcome of the ethical practices. The argument is: because farmers are paid fairly and the land is respected, the coffee they produce is of a higher, more delicious quality.
• •Foster a Sense of Shared Responsibility and Pride: Use inclusive language ("we," "together," "our community") to make the customer feel like a partner in the mission. The copy should empower them, suggesting that their purchase is a meaningful choice that contributes to a greater good.

Social Perception

TRUESDAY is perceived by its customers as a premium, highly ethical coffee brand for conscious consumers and coffee connoisseurs. Customers often cite the exceptional taste and quality of the coffee as a key reason for their loyalty. The brand's mission-driven approach to sustainability and "True Price" is a significant value-add that resonates strongly with its audience, who feel they are supporting a positive movement. The higher price point is implicitly understood and accepted by customers as a direct result of the brand's commitment to fair wages and environmental compensation. The brand is seen as both a provider of high-end coffee and an agent of positive change in the industry.

Copy Examples

• •Meet our new Sierra Azul from Chiapas, Mexico. With an SCA score of 86, it's a testament to the hard work of the farmers at the Sierra Azul cooperative. Every sip reveals notes of rich caramel and soft apricot —a taste made possible by paying the true price for quality and sustainability. Ready to taste the difference that fairness makes? Link in bio. #TruePrice #SpecialtyCoffee #EthicalSourcing #TRUESDAY
• •Coffee that tastes good, and does good. Experience our award-winning specialty coffee, priced to reflect its true social and environmental cost. Full transparency. Positive impact.
• •Your morning coffee can do more than just wake you up. It can reforest Madagascar, pay a farmer a fair wage, and help build a more sustainable future. At TRUESDAY, we call this True Price coffee. Discover a better brew today and get 10% off your first order.
• •For lovers of vibrant, fruit-driven coffee, our Cauca Excelso is a true delight. Sourced from the Asobombo cooperative in Colombia, these beans are a beautiful expression of their high-altitude origin, offering sweet raspberry notes and a touch of caramel. By choosing Cauca Excelso, you're not just brewing a cup with an SCA score of 84; you're supporting an ecosystem of fairness and ecological restoration.
• •What ’s the True Cost of Your Coffee?