Brand Tone

Creative & Artistic, Approachable & Inclusive, Passionate & Enthusiastic, Sophisticated yet Accessible, Community-Oriented & Purpose-Driven, Optimistic & Energetic

Brand Values

• •Quality
• •Inclusivity & Accessibility
• •Creativity & Innovation
• •Community
• •Sustainability & Environmental Responsibility
• •Education & Empowerment
• •Authenticity & Passion
• •Multi-Sensory Experience

Best Practices

• •Embrace Musical Metaphors: Consistently use language and analogies drawn from jazz music to describe coffee profiles, the brewing experience, and the brand's philosophy (e.g., "notes," "harmony," "rhythm," "solo," "ensemble," "vibrato").
• •Prioritize Inclusivity and Warmth: Write in a welcoming, friendly, and encouraging tone. Avoid jargon where possible, or explain it in an accessible way (like the Flavor Wheel). Ensure copy makes everyone feel like they belong in the world of specialty coffee.
• •Highlight the "Why": Go beyond just describing the coffee; tell the story behind it. Weave in the founders' passion, the connection to art and science, the commitment to community, and the unique multi-sensory experience.
• •Maintain Vibrancy and Optimism: Use energetic and positive language. Let the passion for creativity, quality, and innovation shine through in the words chosen. Reflect the visual vibrancy of the packaging in the copy.
• •Be Authentic and Story-Driven: Share the genuine story of Three Keys Coffee – its origins, its values, and its mission. Authenticity builds trust and resonates with consumers who appreciate brands with a clear identity and purpose.

Social Perception

Innovative and Unique, High Quality, Approachable Introduction to Specialty Coffee, Community-Focused and Ethical, Engaging and Memorable, Rapidly Growing and Respected

Copy Examples

• •Headline: Unlock the Flavor. Unleash the Rhythm. Body: At Three Keys Coffee, every roast is a composition, every sip a symphony. Discover tasting notes as vibrant as a trumpet solo and as smooth as a bass line. Scan the code, press play, and let our curated jazz playlists transform your coffee break into a full sensory experience. Because great coffee, like great music, is meant to be felt.
• •Headline: Specialty Coffee, Uncomplicated. Body: Intimidated by exotic tasting notes? We get it. That's why we created the Jazz + Coffee "Notes" Wheel – your friendly guide to exploring rich flavors through the familiar language of music. Whether you're a coffee aficionado or just starting your journey, find your perfect cup and a new favorite tune with Three Keys. Everyone's invited to this jam session.
• •Headline: More Than a Roastery. A Movement. Body: We're brewing up change, one sustainably sourced, solar-roasted bean at a time. Three Keys Coffee is built on passion, precision, and a promise to our planet and people. Join a community that celebrates quality, creativity, and the power of coffee to connect us all. Taste the dedication in every cup.
• •Headline: Your Daily Dose of Inspiration, Harmonized. Body: From the bright, brassy notes of a morning pick-me-up to the mellow, soulful vibes for an afternoon unwind, our coffees are designed to energize your spirit. Each bag is a ticket to a richer experience, where award-winning roasts meet perfectly paired jazz. Elevate your ritual with Three Keys.
• •Headline: The Art of Coffee. The Science of Soul. Body: Co-founder Tio Fallen, a former trumpeter and engineer, crafts each roast with the precision of a scientist and the heart of an artist. Kenzel Fallen, our CEO, orchestrates our mission to make specialty coffee an inclusive and enriching experience. Discover the vibrant flavors and inspiring stories behind Houston's award-winning Three Keys Coffee.