Brand Tone

Passionate and Enthusiastic, Knowledgeable and Craft-Oriented, Approachable and Welcoming, Authentic and Family-Rooted, Conscientious and Responsible

Brand Values

• •Quality & Craftsmanship
• •Sustainability
• •Ethical Sourcing & Farmer Relationships ("Farmers First")
• •Community
• •Heritage & Passion
• •Approachability
• •"Craft with a Conscience"

Best Practices

• •Tell Your Story Authentically: Continuously weave in the Two Brothers heritage, the connection to the brewery, and the passion that started it all. This builds trust and authenticity.
• •Emphasize Craft with a Conscience: Regularly highlight your commitment to quality, ethical sourcing (Farmers First), and sustainability in tangible ways. Don't just say it, show it with details about your practices.
• •Balance Expertise with Approachability: Use descriptive, evocative language that showcases your coffee knowledge and the quality of the beans, but always ensure the tone remains welcoming and inclusive for all coffee drinkers.
• •Engage with Your Community: Write copy that speaks to your local roots when appropriate, but also to the broader community of coffee lovers. Highlight partnerships and local sourcing where applicable.
• •Educate and Inspire: Share your knowledge about coffee – from origins and flavor notes to brewing tips. This reinforces your expertise while providing value to the customer beyond the product itself. Let your passion for coffee be infectious.

Social Perception

A Reputable Local Roaster (Chicagoland area), An Extension of a Trusted Brewery, High-Quality Coffee Provider, Ethically Minded, Reliable & Consistent, Occasional Product Issues

Copy Examples

• •Headline: Start Your Day with Purpose. Our Coffee Does. Body: From farm to your cup, every Two Brothers bean is ethically sourced and roasted with passion right here in Illinois. Taste the care in our Brewhouse Blend – complex, satisfying, and conscientiously crafted. It’s more than coffee, it’s a commitment.
• •Headline: The Art of the Roast, The Heart of Two Brothers. Body: For us, coffee is a craft. Small batches, specialty-grade beans, and an eco-friendly Loring roaster mean every sip reflects our dedication to quality and sustainability. Discover your new favorite single-origin today.
• •Headline: Join the Two Brothers Coffee Club: A World of Flavor, Delivered. Body: Explore exclusive roasts and our team's current favorites, delivered fresh. As a member, you're not just getting coffee; you're joining a family passionate about great taste and sustainable practices. Sign up and let us share our best with you.
• •Headline: Good Beans. Good Deeds. Great Coffee. Body: We believe in "Farmers First" and "Craft with a Conscience." That means paying fair prices for exceptional beans and roasting them sustainably for a cup you can feel good about. Experience the rich, balanced flavors of our Sweet Home Chicago blend.
• •Headline: From Our Family Brewery to Your Morning Brew. Body: Just like our award-winning beers, Two Brothers Coffee Roasters is born from a passion for quality and craftsmanship. Let our expertly roasted coffee elevate your daily ritual. Approachable enough for every day, artful enough for the aficionado.