Brand Tone

Energetic & Playful, Welcoming & Community-Focused, Passionate & Dedicated, Authentic & Unpretentious

Brand Values

• •Quality & Craftsmanship
• •Community Support
• •Customer Experience & Hospitality
• •Passion & Effort (The "Try Hard" spirit)
• •Fun & Inclusivity

Best Practices

• •Embrace the "Try Hard" Ethos: Infuse copy with a sense of passion, dedication, and a commitment to going the extra mile, but always keep it genuine and avoid arrogance. Talk about the effort and care that goes into products and the customer experience.
• •Keep it Energetic and Playful: Use vibrant, positive language. Don't be afraid of casual slang (like "rad," "siq," "stoked") where appropriate, reflecting the 70s-inspired, music-filled atmosphere. Incorporate a sense of fun and enthusiasm.
• •Be Genuinely Welcoming and Inclusive: Write as if you're speaking directly to a friend. Use warm, inviting language that makes everyone feel comfortable and part of the community. Highlight aspects like dog-friendly spaces or diverse offerings.
• •Stay Authentic and Down-to-Earth: While showcasing quality and expertise (like barista champions or scratch-made items), avoid overly technical jargon or a pretentious tone. Make specialty coffee and unique food feel accessible and exciting, not intimidating.
• •Weave in Music and Community: Regularly reference the connection to music, vinyl, and local Austin culture. This was a core part of their identity and should resonate through the copy to reinforce what made them special.

Social Perception

Loved Local Gem, More Than a Coffee Shop, High-Quality Products, Vibrant & Unique Atmosphere, Sudden Loss

Copy Examples

• •Fuel your hustle with a dose of good vibes and even better coffee! 🌈 Our beans are roasted with love, our tacos are made from scratch, and the vinyl's always spinning something siq. Come hang, Austin! #TryHardVibes #AustinCoffee #ScratchMadeGoodness
• •Meet 'Flavor Trip' – your tastebuds' new best friend. This ain't your average cup. Expect a party in your mug with vivacious, bright, and fun notes that'll get your day grooving. We try hard so you don't have to (unless you want to, of course!).
• •What's a Try Hard? It's us. It's you. It's putting maximum heart into everything we do – from sourcing the raddest beans to spinning the perfect track. We're just here to make your day a little brighter and your coffee a lot better. Good tunes, great food, zero pretense.
• •Get ready to groove! DJ [DJ Name] is hitting the decks this Saturday, 8:30 AM - 12:30 PM. We'll bring the killer coffee & scratch-made breakfast tacos, you bring your awesome self. Let's make some noise (the good kind)!
• •We believe in Austin's amazing music scene! That's why a slice of every coffee bag sold goes straight to @HAAMaustin. Sip good, do good. It's the Try Hard way. 🎶❤️ #SupportLocalMusic #CommunityLove