Brand Tone

Expert & Educated, Passionate & Principled, Direct & Opinionated (but Fair), Approachable & Human (increasingly), Intentional & Modern

Brand Values

• •Quality & Craftsmanship
• •Expertise & Education
• •Ethical Sourcing & Sustainability
• •Social Responsibility & Activism
• •Inclusivity & Community
• •Authenticity & Integrity
• •Innovation

Best Practices

• •Lead with Expertise, Follow with Warmth: Share deep coffee knowledge in an accessible way. Avoid overly technical jargon unless explaining it clearly. Let the passion for coffee shine through, balanced by an inviting and human tone.
• •Embody Your Values in Every Message: Whether it's a product description or a social media post, let the commitment to quality, ethics, and inclusivity be palpable. Don't just state values; demonstrate them in the stories you tell and the way you engage.
• •Be Direct and Honest, but Respectful: Maintain the brand's willingness to have an opinion and challenge norms, but always in a way that fosters dialogue rather than alienating potential customers.
• •Maintain Visual and Verbal Consistency: Ensure that the clean, modern aesthetic of the cafe and online presence is matched by clear, concise, and intelligent copy. The "pineapple" can be a recurring motif of quirky quality.
• •Empower and Educate Your Audience: Position content not just to sell, but to inform customers about coffee origins, brewing methods, and the values behind the brand. Make them feel like they are part of a knowledgeable and principled community.

Social Perception

Highly Respected by Coffee Aficionados, Principled Stand, Quality-Focused, Knowledgeable but Not Snobbish, Modern and Unique Cafe Experience, Founders are Key

Copy Examples

• •Headline: Beyond the Bean. Beyond the Brew. Body: At Wrecking Ball, coffee is more than a morning ritual. It's a craft honed by decades of expertise, a commitment to ethical sourcing, and a passion for challenging the status quo. Discover flavors developed with intention. Call to Action: Taste the difference expertise makes.
• •Headline: Coffee That Speaks Volumes. Values That Speak Louder. Body: We meticulously roast beans that tell a story of their origin. But our story doesn't end there. We stand for quality, for community, and for a coffee industry that's more inclusive and equitable. Call to Action: Join our coffee revolution.
• •Headline: Not Just Third Wave. We're Riding the Next One. Body: Co-founded by the expert who coined "third wave coffee," Wrecking Ball is always looking forward. We're pioneering quality, fostering inclusivity, and crafting every cup to be an experience. Call to Action: Explore our latest roasts.
• •Headline: Your Daily Grind, Elevated. Body: Forget fleeting trends. We focus on timeless quality and genuine connection. From our expertly sourced beans to the care in every pour, experience coffee that’s both exceptional and welcoming. Call to Action: Find your perfect brew online or in our San Francisco cafe.
• •Headline: More Than Just Great Coffee. It's a Wrecking Ball Statement. Body: We believe in the power of a great cup of coffee and the responsibility that comes with it. Sustainably sourced, expertly roasted, and served with a conscience. That's the Wrecking Ball way. Call to Action: Shop our principled coffee.