Brand Tone

Enthusiastic & Passionate, Approachable & Friendly, Curated & Discerning, Modern & Convenient, Educational & Transparent, Community-Focused, Aspirational & Improving

Brand Values

• •Quality & Excellence
• •Community
• •Discovery & Rarity
• •Simplicity & Convenience
• •Education & Empowerment
• •Creativity
• •Transparency
• •Learning & Humility
• •Self-Evolution & Improvement

Best Practices

• •Embrace the "Enthusiastic Nerd" Persona: Consistently use language that reflects genuine passion and deep knowledge of coffee, but keep it approachable and avoid overly technical jargon unless explained in an accessible way. Share the excitement of discovery.
• •Prioritize "Cool & Approachable" Community Language: Use inclusive and friendly terms. Refer to members as "cool people," "fellow coffee nerds," or part of "our friendship." Foster a sense of belonging and shared exploration.
• •Highlight Exclusivity & Rarity (Without Arrogance): Emphasize the unique, small-batch nature of the coffees and the effort in sourcing them. This creates desire but should be balanced with the accessible nature of joining the club.
• •Maintain a Tone of Modern Convenience & Simplicity: Reinforce how easy it is to be part of the club and receive exceptional coffee. The text-to-order system is a key differentiator and should be highlighted as effortless.
• •Be Consistently Educational and Transparent: Continue to share insights into brewing, coffee origins, processing methods, and the brand's own journey and values. This builds trust and positions DÖS as a knowledgeable, yet humble, guide in the world of specialty coffee.

Social Perception

Innovative & Modern, Exclusive & High-Quality, Authentic & Passion-Driven, Community-Oriented (Aspirational), For the Curious Coffee Drinker

Copy Examples

• •Headline: Beyond the Daily Grind. Discover Coffee That Tells a Story. Body: Tired of the same old cup? DÖS COFFEE CLUB texts you when we unearth truly exceptional, rare coffees from around the globe. No subscriptions, just adventure in every bag. Text "EXPLORE" to [Phone Number] to join the club. #DrinkDOS #RareCoffee #CoffeeDiscovery
• •Headline: Unlock World-Class Coffee. With a Simple Text. Body: Imagine the world's most interesting coffees, curated by a fellow "coffee nerd," delivered right to your door. At DÖS, we make it happen. Free to join, easy to order. Ready for your next favorite brew? DM us "INVITE". #SpecialtyCoffee #TextToOrder #CoolestCoffeeClub
• •Headline: From Rare Bean to Perfect Brew. We Guide You. Body: It's not just about finding unique coffee; it's about experiencing it. Every DÖS drop comes with brewing guides to help you taste every note. Join our community of curious coffee lovers. Learn more at drinkdoscoffee.com. #CoffeeEducation #BrewingGuides #DOSCoffeeClub
• •Headline: Your Morning Ritual, Elevated. Body: Life's too short for boring coffee. DÖS COFFEE CLUB is your connection to small-lot, expertly roasted beans that inspire. Fuel your pursuit of a higher quality life, one exceptional cup at a time. What will your next cup unlock? #DefeatOfSluggishness #PremiumCoffee #SelfEvolution
• •Headline: Join the Club Redefining Coffee. (Hint: It's Not Snobby). Body: We're on a mission to make incredible, rare coffee accessible and fun. Connect with fellow enthusiasts, learn with us, and discover beans that push boundaries. No pretense, just amazing coffee. Welcome to DÖS. #CoffeeCommunity #SpecialtyForAll #DOSDifference