Tono de Marca

Purposeful, authentic, resilient, knowledgeable, and approachable, blending a personal narrative with a professional commitment to quality.

Valores de Marca

• •Quality & Craftsmanship
• •Ethics & Sustainability
• •Community & Relationships
• •Resilience & Purpose

Mejores Prácticas

• •Lead with Purpose: Always connect the product back to the 'why.' Phrases like 'roasted with purpose,' 'a new mission,' and 'built on resilience' should be woven into copy across all platforms to reinforce the core brand story.
• •Balance Personal Story with Professional Quality: While the founder's story is powerful, it should always be paired with a commitment to quality. Use the narrative to explain why the quality is so important (e.g., 'We started this journey because we were disappointed with other coffee. That's why we obsess over every roast.').
• •Use Authentic and Grounded Language: The brand's tone is honest and down-to-earth. Avoid overly corporate jargon or elitist coffee terminology. Speak like a passionate, knowledgeable friend—not a salesperson. Words like 'honest,' 'respect,' and 'care' fit the brand perfectly.
• •Emphasize Relationships over Transactions: In all communications, especially B2B, frame the interaction as a partnership. Use words like 'partner,' 'relationship,' 'support,' and 'trust' to build a sense of community and long-term value.
• •Maintain the Symbolism of the Flat Cap: The flat cap is a strong brand asset that symbolizes the transition from an old life to a new one. Use it visually and textually to create a memorable and cohesive brand identity that is instantly recognizable.

Percepción Social

Overwhelmingly positive, inspirational, authentic, trustworthy, reliable, and perceived as high-quality artisans, shaped by its compelling backstory of service and recovery and commitment to quality.

Ejemplos de Copy

• •From a beret to a flat cap. From soldier to roaster. Every bean we roast is part of a new mission: to bring you exceptional coffee, crafted with purpose. This isn’t just our business; it's our story, shared one cup at a time. #RoastedWithPurpose #VeteranOwned #SpecialtyCoffee
• •Headline: More Than a Morning Ritual. It's Resilience in a Cup. Sub-headline: Born from a journey of recovery, our coffee is ethically sourced and roasted with unwavering purpose. Discover the story behind every sip. Button: Shop Our Story
• •Title: The Flat Cap Blend: Our Signature Roast Description: This is where it all began. A perfectly balanced blend of Colombian and Peruvian beans, this coffee is as reliable and comforting as its namesake. With notes of smooth chocolate and a hint of citrus, it’s our go-to for a consistently great cup. Crafted with respect for the farmers who grow it and the journey that inspired it.
• •Subject: Looking for a Coffee Partner You Can Count On? Body: In a world of uncertainty, your coffee supply shouldn't be one of them. The Flat Cap Coffee Roasting Company was built on a foundation of resilience and purpose. We partner with businesses to provide ethically sourced, specialty-grade coffee with the consistency and support you need to thrive. Let's build a relationship, not just a transaction. Schedule a tasting with us today.
• •Headline: Roasted with Purpose. Text: Coffee has been our sanctuary and our inspiration. After 23 years in the army, it became the start of a new chapter. We found that a great cup of coffee could be a moment of calm in the chaos. But we knew it could be better. That's why we started The Flat Cap Coffee Roasting Company—to share exceptional coffee that's as good in values as it is in taste.