Brand Tone

Purpose-driven & Sincere, Hopeful & Inspiring, Appreciative & Human-centric, Quality-conscious & Passionate, Transparent

Brand Values

• •Ethical Sourcing & Fair Trade
• •Social Impact & Community Development
• •Quality & Excellence
• •Humanity & Reconciliation
• •Transparency
• •Sustainability

Best Practices

• •Always Lead with Purpose: Whether it's a social media post, product description, or email, ensure the 'why' behind Good Human Coffee – its social mission and impact – is evident or easily accessible.
• •Use Authentic & Empathetic Language: Speak from the heart. Use words that convey sincerity, hope, and a genuine connection to the people in the supply chain and the communities served. Avoid overly corporate or generic marketing jargon.
• •Spotlight the 'Human' Element: Share stories (with permission) of the farmers, the community projects, and the impact of the Aegis Trust partnership. Make the connection between the coffee and the lives it touches tangible.
• •Educate & Inspire, Don't Just Sell: While the goal is to sell coffee, frame the purchase as an opportunity for the customer to participate in something meaningful. Highlight the quality of the coffee alongside its ethical and social credentials.
• •Maintain Visual & Verbal Consistency: Ensure that the imagery used aligns with the hopeful, authentic, and quality-conscious tone of the copy. The language across all platforms should echo the core values consistently.

Social Perception

Positive & Respected, Impactful, High-Quality Product, Trustworthy

Copy Examples

• •Headline: More Than Just Coffee. It's a Movement. Body: Every cup of Good Human Coffee tells a story of Rwandan resilience, fair farmer partnerships, and a commitment to peace. Taste the exceptional, support the extraordinary. #GoodHumanCoffee #RwandanHopeInACup
• •Headline: Sip With Purpose. Inspire Humanity. Body: Our specialty Rwandan beans are more than delicious – they're a catalyst for change. With every purchase, you join us and Aegis Trust in building a brighter future. #LifeChangingCoffee #ChampionHumanity
• •Headline: From Rwanda's Rolling Hills, With Love and Integrity. Body: Discover the vibrant flavors of single-origin Rwandan coffee, ethically sourced and lovingly roasted. Know the hands that picked your beans, share in their journey. #SpecialtyCoffee #CommunityFirst
• •Headline: Your Morning Brew Can Rewrite Futures. Body: We believe in coffee that tastes good and *does* good. Transparently sourced, sustainably grown, and dedicated to empowering communities. That's the Good Human promise. #EthicalCoffee #PeaceBuilding
• •Headline: The True Taste of Ubumuntu (Humanity). Body: Experience the rich, complex notes of our Rwandan coffee, a brew that embodies the spirit of 'greatness of heart'. Join us in celebrating and supporting the incredible people behind every bag. #GoodHuman #RwandanCoffee