Brand Tone

Authentic & Passionate, Traditional & Heritage-Rich, Expert & Knowledgeable, Friendly & Welcoming, Confident & Quality-Focused

Brand Values

• •Family & Tradition
• •Quality & Craftsmanship
• •Customer Relationships & Community
• •Authenticity & Passion
• •Heritage & Cultural Pride
• •Adaptability & Growth (Modern Aspect)

Best Practices

• •Always Tell the Story: Weave the family history, the generational aspect, and the Armenian heritage into all communications. Whether it's an email, social media post, or product description, find a way to connect it back to the core narrative. This reinforces authenticity and tradition.
• •Emphasize "Family" and "Community": Use welcoming, inclusive language. Address customers with warmth. Foster a sense of belonging, whether they are visiting the physical store or interacting online. Phrases like "welcome to the family," "our coffee community," or sharing customer stories can achieve this.
• •Speak with Confident Expertise, but Remain Approachable: Share knowledge about coffee, roasting techniques, and brewing methods passionately and confidently. However, avoid jargon or an elitist tone. The goal is to educate and share the love of coffee in a friendly, accessible way.
• •Highlight Quality and Craftsmanship Consistently: Use descriptive words that convey the care and precision that go into sourcing and roasting the coffee – "artisan," "small-batch," "hand-roasted," "meticulously selected," "freshly roasted daily." This reinforces the premium nature of the product.
• •Maintain Visual Cohesion: Ensure that all visual elements (photography, videography, website design, social media graphics) reflect the brand's values of tradition, quality, and warmth. High-quality, authentic imagery of the coffee, the roasting process, and the family will strengthen the brand message.

Social Perception

Highly Respected & Beloved Local Institution, Provider of Excellent Quality Coffee, Authentic and Trustworthy, Welcoming and Community-Focused, Guardians of Tradition

Copy Examples

• •Headline: Three Generations of Passion, Poured into Your Cup. Body: Since 1965, Henry's House of Coffee has been more than just a roastery; it's a family tradition. We hand-roast the finest beans daily in San Francisco, just as Henry learned from his father. Taste the heritage, experience the craft. This isn't just coffee, it's our story. Call to Action: Discover Your Perfect Roast.
• •Headline: Finally, a Dark Roast That’s Smooth, Not Bitter. Seriously. Body: Tired of dark roasts that taste burnt? We get it. At Henry's, our expertise is in crafting deeply rich, bold dark roasts with a surprisingly smooth finish. It's an art we've perfected over 50 years. Ready to rethink dark roast? Call to Action: Try Our Famous Dark Roasts.
• •Headline: Welcome to the Family. The Henry's House of Coffee Family. Body: For us, coffee is personal. It's about the aroma that fills our San Francisco shop, the conversations sparked over a warm cup, and the joy of sharing our Armenian coffee heritage. When you choose Henry's, you're not just a customer, you're family. Call to Action: Join Our Coffee Community.
• •Headline: From Our Roaster, To Your Home. The Freshest Coffee, Guaranteed. Body: We roast our artisan coffee in small batches every single day. Why? Because you deserve the freshest, most flavorful cup possible. Experience the Henry's difference – quality you can taste from the moment you open the bag. Call to Action: Shop Freshly Roasted Coffee.
• •Headline: The Secret to Authentic Armenian Coffee? It Starts with Tradition. Body: Discover the rich, intense flavor of traditional Armenian *soorj*, ground extra fine and crafted with the same passion Henry's family has shared for generations. Let us guide you through a unique coffee experience, steeped in heritage. Call to Action: Explore Armenian Coffee & Gear.