Brand Tone

approachable, genuine, and community-focused

Brand Values

• •Family-Centric
• •Quality and Freshness
• •Community and Connection
• •Passion and Authenticity

Best Practices

• •Lead with the "Why": Always circle back to the core story—the family, the love for the boxer, and the passion for quality coffee. This narrative is authentic and memorable.
• •Use "We" and "Our": Consistently use inclusive language that reinforces the family and team aspect of the business. Phrases like "Our family," "We believe," and "Join our family" strengthen the community feel.
• •Show, Don't Just Tell: Instead of just saying "we're a family business," share anecdotes and photos of the family involved in the process, like the children making deliveries or learning the trade.
• •Maintain a Conversational and Approachable Voice: Write copy as if you're talking to a neighbor. Keep it simple, friendly, and genuine. Avoid overly technical coffee jargon unless explaining it in an accessible way.
• •Engage with Your Community: Actively respond to comments on social media and feature your customers (with permission). This reinforces the value of connection and shows that you're listening and you care.

Social Perception

The public and customer perception of White Boxer Coffee Company is highly positive. They are seen as a welcome addition to the local New Ulm business community. Mentions highlight their commitment to quality and the family-run aspect of the business. The narrative of a family, including young children, building a business together resonates well and fosters a supportive customer base. Their strategy of word-of-mouth growth and repeat customers indicates a high level of customer satisfaction with both their product and their brand.

Copy Examples

• •Headline: From Our Family to Yours, a Better Morning Starts Here. Body: At White Boxer Coffee, we're more than just roasters; we're a family. Our kids help tag the bags and our beloved boxer, Ares, inspired it all. Experience the taste of coffee that's roasted with passion, right here in New Ulm.
• •Headline: Freshness You Can Taste. Delivered to Your Door. Body: Why settle for coffee that's been sitting on a shelf? We roast our specialty beans in small batches every week, so you get the freshest cup every single time. Order online for free local delivery and taste the White Boxer difference.
• •Headline: Meet the Real Boss: Ares. Body: Our company is named after our late white boxer, Ares. Her spirit and our love for family are at the heart of every bean we roast. She might have even snuck a sip or two! Join our pack and discover your new favorite blend.
• •Headline: Not Just Another Cup of Coffee. It's a Community. Body: When you choose White Boxer, you're supporting a local family and our network of family-owned partners from around the globe. We believe in building relationships, one fresh cup at a time. Let's get to know each other!
• •Headline: The Secret to Our "Hot Laps Espresso"? A Whole Lot of Family Love. Body: We pour countless hours into perfecting every blend. From sourcing the best beans to involving our kids in the process, it's a true family affair. Fuel your day with a coffee that's crafted with care and built on passion.