Brand Tone

Authentic & Storytelling, Respectful & Purpose-Driven, Community-Oriented & Engaging, Passionate & Proud, Approachable & Warm

Brand Values

• •Indigenous Heritage & Cultural Preservation
• •Quality & Excellence
• •Sustainability & Environmental Stewardship
• •Ethical Sourcing & Fair Trade
• •Community & Connection
• •Resilience & Integrity

Best Practices

• •Embrace Storytelling: Consistently weave in elements of First Nations legends, the company's origins, and the stories behind your partnerships and initiatives. This reinforces authenticity and cultural connection.
• •Highlight Values Explicitly and Implicitly: Ensure copy reflects core values like quality, sustainability, ethical sourcing, and community support, not just by stating them, but by showing them through actions and product benefits.
• •Use Respectful and Inclusive Language: Maintain a tone that honors Indigenous culture and traditions. Be mindful of terminology and ensure all communications are respectful and authentic.
• •Connect with "Mother Earth": Frequently incorporate language that shows a reverence for nature, wildlife, and environmental responsibility, aligning with the "respecting Mother Earth" value.
• •Maintain a Warm and Engaging Voice: Even when discussing serious topics like conservation or social issues, keep the tone approachable and invite dialogue, fostering a sense of community with your audience. Ensure product descriptions are not just informative but also evocative, connecting the coffee's characteristics to the spirit of the animals they are named after.

Social Perception

Highly Respected, Authentic & Trustworthy, Inspirational, High-Quality Product, More Than Just Coffee

Copy Examples

• •Headline: Sip the Story. Taste the Tradition. Body: Each cup of Spirit Bear Coffee is more than just a morning ritual. It's a connection to the ancient wisdom of First Nations legends and a commitment to a healthier planet. Discover our Raven Espresso, full of life and strength. Call to Action: Awaken Your Spirit. Shop Now.
• •Headline: Brew with Purpose. Body: From organic, fair-trade beans to our support for wildlife conservation and Indigenous communities, every bag of Spirit Bear Coffee makes a difference. Choose our Eagle Medium Roast for a soaring flavour that lifts more than just your spirits. Call to Action: Join Our Circle of Sustainability.
• •Headline: Honouring the Land, One Roast at a Time. Body: Inspired by the Spirit Bear, a symbol of peace and harmony, we craft coffee that respects Mother Earth and the hands that harvest it. Taste the rich, nutty notes of our Orca Dark Roast. Call to Action: Discover Coffee with a Conscience.
• •Headline: More Than a Morning Brew. It's a Shared Journey. Body: Spirit Bear Coffee Company: Canada's first national Indigenous-owned coffee company, bringing you super-premium, organic coffee while investing in our communities and the future. Start your day the right way with our Frog Breakfast Blend. Call to Action: Be Part of Our Story.
• •Headline: The Strength of Tradition. The Smoothness of Quality. Body: Our Thunderbird Dark French Roast combines a complex blend with a thunderous taste, reflecting the power of Indigenous heritage and our dedication to exceptional coffee. Certified organic and fair trade, always. Call to Action: Experience the Spirit.