Brand Tone

Approachable & Friendly, Passionate & Knowledgeable, Community-Oriented & Inclusive, Authentic & Sincere, Quality-Focused & Craft-Oriented

Brand Values

• •Community
• •Connection/Relationships
• •Quality Coffee
• •Ethical Sourcing
• •Craftsmanship & Passion
• •Inclusivity & Accessibility

Best Practices

• •Always Circle Back to Core Values: Ensure that "Coffee, Connection, Community" (and ethical sourcing/quality) are subtly or overtly present in messaging. Every piece of copy should feel like it comes from a place that values these principles.
• •Use Warm and Inclusive Language: Employ words that are inviting, friendly, and make everyone feel welcome. Avoid overly technical jargon unless explaining something specific where clarity is needed, and even then, explain it simply.
• •Share the Story Authentically: Continue to weave in elements of their origin story, their passion for coffee, and the people behind the brand (owners, staff, farmers). This builds trust and authenticity.
• •Highlight the Sensory Experience: Coffee is about taste, aroma, and feel. Use descriptive language that evokes these senses when talking about their products and the cafe atmosphere.
• •Engage and Foster Dialogue: Actively respond to comments and questions on social media in a friendly and helpful manner. Ask questions to encourage interaction and make customers feel like part of the Five & Hoek family.

Social Perception

High-Quality Roaster and Cafe, Welcoming Community Hub, Knowledgeable and Passionate, Ethical and Local-Supporting, Aesthetic Appeal

Copy Examples

• •Instagram Post (Image: Sunlit cafe interior with someone enjoying a latte): "Your daily pause, perfected. ☕✨ At Five & Hoek, we believe great coffee is about more than just the beans – it's about the moment, the connection, the community. Swing by and savor yours. #FiveAndHoek #CoffeeConnectionCommunity #YourDailyRitual"
• •Facebook Ad (Targeting local community for a new single-origin coffee): "Meet our newest arrival from the hills of [Origin Country]! 🎉 We've carefully roasted these [Bean Varietal] beans to bring out their incredible notes of [Flavor Note 1] and [Flavor Note 2]. It's a cup that tells a story, and we can't wait to share it with you. Available now at our Wheaton & Knoxville cafes and online! Learn more about the farmers behind this exceptional coffee on our blog. [Link] #FiveAndHoekCoffee #SpecialtyCoffee #EthicallySourced #KnowYourCoffee"
• •Website Banner (Promoting their subscription service): "Never run out of your favorite brew. 🌿 Our Five & Hoek coffee subscription delivers freshly roasted happiness right to your door. Because life's too short for ordinary coffee. Explore subscriptions and join the F&H family today! #FreshlyRoasted #CoffeeSubscription #FiveAndHoekAtHome"
• •In-Cafe Signage (Near the retail coffee bags): "Take the Five & Hoek experience home. 🏡 Each bag is roasted with passion, right here in [Wheaton/Knoxville]. Our team is always happy to help you find the perfect beans for your brew. Just ask us – we love talking coffee! #CraftCoffee #RoastedInHouse #SupportLocal"
• •Tweet/X Post (Engaging with followers): "What's in your cup this morning, coffee lovers? ☀️ We're starting our day with our [Specific Coffee Blend/Origin] and feeling grateful for this amazing community. #MorningCoffee #FiveAndHoek #CoffeeCommunity"