Simple
Beans
Role: Copywriter
Client
Pitched to clients during my internship at Sixteenfifty Creative Agency.
Simple Beans, a laid-back roasting company hailing from the sunny shores of La Jolla, CA, is all about good vibes and great coffee. They're committed to ethical sourcing, eco-friendly roasting methods with zero emissions, and a whole lot of love poured into each small batch. You can easily snag their top-notch beans online or catch them around town.
The Ask
Raise online sales and drive engagement.
The Challenge
Simple Beans is filled with personality with hand-drawn illustrations on the bag and a touching story of good faith. It’s a story people can resonate with, but their current narrative doesn’t give the brand’s character justice.
Branding
First, I wanted to solidify Simple Bean’s Branding by making them a brand book. This was to help keep their messaging consistent and give voice to their mission and story.
Brand Definition
Brand Story + Truth
A Surfer, A Skater, And A Cyclist Walked Into A Coffee Shop...
Our Simple Origins
Simple Beans started with a good deed. We had a friend in need of work and a sweet offer from a local coffee shop.
The choice was simple.
Our Simple Approach
We ditched the middle man, supporting small farms across the globe and purchasing from women-led coffee collectives wherever we can. Roasting them where we like to roast, the La Jolla beaches.
Our Simple Mission
The mission is simple,
keep it simple,
enjoy a rad cup of coffee,
and stay gnar.
Brand Personality
If it’s not…
it’s not Simple Beans.
-
Keepin’ it real.
It all started with a simple act of kindness, lending a hand to a friend in need. We’re not about the mainstream hustle – instead, we're all about supporting small farms worldwide and uplifting women-led coffee collectives, skipping the middleman along the way. With our pay-the-farmer program and full supply chain transparency, we’re making sure every sip tells a story of fairness and good vibes, from farm to roaster. -
It’s a vibe.
Roasted by the ocean waves, our beans embody the essence of La Jolla's surf scene. Loved by locals and surfers alike, Simple Beans is where beach culture meets your morning brew. It's not isn't just coffee; it's a taste of the chill coastal lifestyle, a nod to the vibrant culture of La Jolla, and an invitation to kick back and enjoy the simple pleasures by the sea. -
Unapologetically bold.
From our no-nonsense attitude to our colorful personality, we're not afraid to speak our mind, even if it means dropping a few choice words along the way. Our approach to coffee is just as fearless; we brew confidence in a cup. -
Make it chill.
Keeping it short, sweet, and oh-so-simple, we exude a casual charm that instantly puts you at ease. With a dedication to simplicity and a knack for keeping things direct, Simple Beans invites you to kick back, relax, and savor the uncomplicated pleasure of a damn good cup of coffee. -
No jokes aside.
With our finger on the pulse of what's trendy and an innate sense of when you need a chuckle along with your cup of joe, we bring a refreshing twist to your coffee routine. Simple Beans knows how to keep it playful and fun. We're not afraid to poke a little fun at ourselves or the coffee industry.
Brand Voice
Tone
Approachable yet confident, embodying the spirit of coastal living while delivering messages with a dash of playful wit.
Vocabulary
Add slang often used in the coastal/surf community: gnarly, vibes, rad, etc.
Simplicity
Keeping captions and descriptors short, using direct and simple vocabulary for easy understanding.
Language
Super casual and approachable. The language is conversational, aiming to connect effortlessly..
Storytelling
Tell the story of our beans, the communities in which they come from, and the mouths they end
up in.
Consistency
Make sure we are being consistent though our website, socials, and digital.
Awareness
Campaign
Next, I made them an awareness campaign focusing on the only communication they use, digital (email and Instagram).
Target Audience
The younger generation of coffee drinkers.
Gen Z - Millennials around 18-30
They resonate with the carefree-fun energy of Simple Beans.
They value ethical consumption and are willing to pay for it.
Concept
Simple Stories
Simple Beans was born from a good deed, and that goodness has been woven into every bean, every step of the way. With a profound connection and care for sourcing beans, it's something worth highlighting and celebrating.
Digital Campaign
Objective
Promote our sustainability and commitment to ethical sourcing.
Content
Highlight the rich stories of the farms we source our beans from and other ethical/sustainable feats. Either from the group or even specific farmers.
Activations
#SimpleStories or #SimpleOrigins
