Lifting fog and breaking waves since 1994.

WORK

Nestled along California's coastline, where the Pacific meets dramatic cliffs and lush valleys, lies picturesque Carmel Valley. Amid this natural beauty is Carmel Valley Coffee Roasting Company (CVCR), serving up premium, 100% organic coffee, roasted right there in the heart of it all. By focusing on sustainability and its deep ties to the local creative community, CVCR offers more than just a good cup but a taste of Carmel's enchanting spirit. We partnered with their team to enhance their brand voice for a full-scale rebrand; crafting website copy, engaging e-commerce emails, and supporting with ongoing email campaigns to nurture their email community.

A coffee roaster and suite of cafes that's quintessentially Carmel.

introductions

Services

Details

Custom Website Copy
Foundational E-Commerce Emails
Monthly Email Campaigns

Industry: CPG
Location: Carmel Valley, CA
Year: 2024

With over 30 years of history as a staple in the Carmel Valley community and a renowned destination for millions of visitors, CVCR was on a mission to resonate with locals and newcomers alike. Our challenge was to invigorate their brand while honoring their rich heritage and maintaining their beloved charm.

The brief

Finding the perfect voice (and brew).

the story arc

Crafting CVCR's brand voice was akin to brewing the perfect cup of coffee—both require precision, passion, and a deep understanding of the goal at hand. Through extensive review calls and collaborative sessions, we dove into their unique roasting processes, commitments to sustainability, and the people at the heart of their brand, like their head roaster and teams across three coffeehouses. We also developed messaging for their new coffee subscription program and newsletter.

A voice that embraces the true essence of Carmel Valley and the ritual of brewing a great cup of coffee.

the results

We gave CVCR a brand voice that feels as warm, inviting, and fuss-free as the experience in their coffeehouses. This voice captures the spirit and wonder of their seaside town, celebrating its natural beauty and artistic heritage. Hand-drawn illustrations honoring the natural wonders of Carmel were integrated into the website, complementing the essence that so allures customers to this part of California. This holistic approach provided CVCR with a strong, unified brand presence that reinforces their commitment to quality, sustainability, and the place they call home.