Coffee Coffee Crew

web copy, brand voice guide (spec)

Coffee Coffee Crew is a spec decaf coffee brand offering wellness-forward blends designed to minimize anxiety and optimize focus.

In Coffee Coffee Crew's Brand Voice Guide, I outlined the heart of its brand identity and the various tones of voice used throughout its different communication channels. The bold, slightly provocative tone used for ads is contrasted with the inviting, mission-driven one found in much of the brand's website copy, and tones of voice are further diversified to guide channel-appropriate, on-brand variation across platforms.

Made for socially conscious, anti-hustle-culture coffee lovers, Coffee Coffee Crew is clear about who it speaks to, and it speaks with intelligence and ease. Notably flexible to both serious and informal contexts, the brand connects with its audience and partners through its niche points of interest and its effortless authenticity.