Brand Tone

Warm & Friendly, Purpose-Driven & Sincere, Optimistic & Uplifting, Authentic, Community-Oriented

Brand Values

• •Fairness & Ethical Sourcing
• •Community
• •Impact & Giving Back
• •Quality
• •Joy & Happiness
• •Authenticity & Transparency

Best Practices

• •Always Circle Back to "All Be Happy": Whether explicitly stated or subtly implied, the underlying feeling of joy, optimism, and well-being should permeate the copy.
• •Tell the Story Behind the Cup: Emphasize the human element – the farmers, Hugh Jackman's promise, and the community impact. This reinforces authenticity and the purpose-driven nature of the brand.
• •Use Warm, Inclusive, and Positive Language: Avoid overly technical jargon or exclusive terminology. Make the copy feel welcoming and uplifting. Words like "community," "support," "joy," "share," and "together" align well.
• •Be Sincere and Authentic: The brand's mission is its strength. The copy should reflect genuine passion and commitment, avoiding hyperbole that could make it seem disingenuous.
• •Maintain a Conversational and Engaging Style: Especially on social media, write as if you're talking to a friend. Ask questions, encourage interaction, and show genuine appreciation for the community.

Social Perception

Positively Associated with Hugh Jackman, Ethical and Socially Conscious Brand, High-Quality Coffee, More Than Just Coffee, Friendly and Welcoming

Copy Examples

• •From their hands to your cup, every sip of Laughing Man Coffee is a step towards a brighter future for farming communities. It's more than just coffee, it's a promise. All Be Happy. ☕❤️ #LaughingManCoffee #FairTrade #CoffeeWithAStory #MakeADifference
• •Start your day with a smile and a cup that gives back. At Laughing Man, we believe in exceptional coffee that supports extraordinary people. Join our community. All Be Happy. Find your blend or visit our cafes! [Link to website] #AllBeHappy #EthicalCoffee #NYCCoffee #HughJackman
• •Every Cup Brews Change. Discover delicious, fair trade coffee that invests in farmers and their communities. All Be Happy.
• •Wake Up to Happiness: 15% Off Your Next Laughing Man Order! Fuel your mornings with the rich taste of purpose. Our carefully sourced beans don't just make great coffee; they help build thriving communities. Taste the joy. All Be Happy.
• •What's brewing? Happiness! 😊 Our commitment: delicious coffee for you, fair wages & support for our amazing farmers. That's the Laughing Man way. #AllBeHappy #FairTradeCoffee #SupportFarmers