Brand Tone

Thoughtful & Intentional, Welcoming & Community-Focused, Knowledgeable & Passionate, Authentic & Transparent, Artistic & Appreciative of Craft

Brand Values

• •Quality: From sourcing "valuable, transparent, and ethical coffee and tea" to "expertly crafted" beverages.
• •Community: Creating a space for connection, conversation, and fostering a sense of local belonging. They aim to help other businesses build community through their wholesale program.
• •Relationships & Equity: Valuing and respecting relationships with customers and producing partners, aiming for equity in the industry.
• •Intentionality & Mindfulness: Encouraging people to "slow down," find beauty in the everyday, and engage in meaningful interactions. Their packaging design also reflects this, aiming to be part of a daily ritual.
• •Transparency & Ethical Sourcing: Committing to fair compensation for producers and providing information about their sourcing.
• •Craftsmanship & Expertise: Dedication to the art and science of coffee roasting and tea brewing.

Best Practices

• •Emphasize Storytelling: Always connect products back to their origins, the people involved, or the experience they offer. Share the "why" behind your selections and methods. (e.g., "Beyond Quality Assurance: Spending Quality Time with Partner Farmers in Guatemala" blog post).
• •Use Sensory & Evocative Language: Describe flavors, aromas, and the café atmosphere in a way that invites the reader to experience it. Words like "thoughtful," "intentional," "crafted," "community," "conversation," and "slow" should be recurrent.
• •Maintain a Warm & Inclusive Voice: Even when discussing technical aspects of coffee or tea, ensure the language is approachable and welcoming to everyone, from connoisseurs to casual drinkers.
• •Highlight Community & Connection: Regularly feature content that showcases your café as a gathering place, highlight local partnerships, and express gratitude to your customers and producers.
• •Be Consistent Across All Platforms: Ensure the visual identity (clean, warm, minimalist aesthetics) and the tone of voice are harmonious across the website, social media, email communications, and in-store materials. Every touchpoint should reinforce the core values of quality, community, and intentionality.

Social Perception

High-Quality Beverages, Welcoming Atmosphere, Community Hub, Ethical & Respected, Aspirational but Accessible

Copy Examples

• •Instagram Post (New Single-Origin Coffee): Meet [Coffee Name], our latest discovery from the [Region] highlands. Each sip tells a story of [mention a unique tasting note like 'sun-ripened berries' or 'a hint of jasmine'] and the dedicated farmers who cultivated it. We've roasted it with intention to let its natural character shine. Come, slow down with a cup, and taste the journey. #WesleyAndrewsCC #ThoughtfullySourced #ArtOfCoffee #MinneapolisCoffee #ConversationComplements
• •Website Banner (Homepage): More Than Just Coffee. It's a Moment. Wesley Andrews CC: Slow goods to complement conversation. Discover our carefully curated coffees, teas, and the space to enjoy them.
• •Email Newsletter Snippet (Highlighting Tea): Beyond the daily grind, find a moment of tranquility. Our [Tea Name] Oolong, with its delicate [mention flavor notes], is an invitation to pause and reflect. Sourced with the same care as our coffees, each leaf is steeped in tradition and flavor. Explore our tea collection and find your calm. #WesleyAndrewsTea #MindfulMoments #TeaLovers
• •In-Cafe Signage (Promoting Community Event): Connect & Converse. Join us for [Event Name] this [Day] at [Time]. At Wesley Andrews, we believe in the power of community. Let's share stories, ideas, and, of course, great coffee. All are welcome. #WACommunity #MinneapolisEvents #CoffeeAndConnection
• •Product Description (Website - for a specific coffee bean): From [Farm/Cooperative Name] in [Country], this [Variety] bean is a testament to a partnership built on respect and a shared passion for quality. We taste [specific tasting notes like 'notes of dark chocolate, roasted almond, and a subtle citrus finish']. Roasted in small batches here in Minneapolis, we aim to bring you the purest expression of its origin. Perfect for your morning ritual or an afternoon pause. #DirectTrade #EthicalCoffee #CraftRoasted