Copywriting for Symposium Coffee
Brand Messaging
Located in Sherwood and Tigard, Oregon, Symposium Coffee is the coziest coffee shop in town — where you'll find care, connection, and community alongside delicious food and drink.
On workdays, you can often find me in the corner of my favorite coffee shop, typing away with a tea by my side. On weekends, my family and I walk to that same shop, where the baristas know my son by name, and we stroll home with warm drinks in hand. My love for this friendly, handcrafted space runs deep, so having the opportunity to work with them was a dream come true.
After more than a decade in business, Symposium’s co-owner Kevin Bates was ready to clarify the brand’s message so they could share their values with team members, stand out from competitors, and build relationships with new communities as they continue to grow. We set out to show what sets Symposium’s people, places, and products apart while making customers feel welcome, heard, safe, and cared for through every word.
Symposium’s Brand Voice
Creative / Intentional / Caring / Simple / Beautiful
Market Research & Messaging Strategy
Our research process included a 3-hour strategy session with Symposium’s three owners, customer interviews, competitive analysis, and SEO research.
In interviews, we found that Symposium’s customers were drawn to the coffee shop’s homey atmosphere, friendly staff, delicious drinks and pastries, and unique features such as the whiskey bar and house-made syrups. The word “cozy” came up again and again.
Our competitive analysis showed that other local coffee shops were doing little to distinguish themselves from one another; most of their websites featured photos of their food and drinks. Symposium, however, cares deeply about their people, places, and products — in that order. We knew that they could carve out a unique position in the crowded coffee market by emphasizing their caring staff and cozy spaces, along with their beautiful, responsibly sourced products.
Brand Messaging
With our research in hand, we crafted Symposium’s new message with clear, caring, and simple copy. Their 30-page messaging guide included a mission statement, one-liner, brand values, elevator pitch, bios, brand lines, and more.
Symposium’s one-liner is “A cozy coffeehouse at the heart of the community — serving responsibly sourced espresso and tea, plus handcrafted sandwiches, pastries, and cocktails.” This line communicates the shop’s cozy atmosphere and community focus and gives an overview of the food and drinks available. We chose the word “coffeehouse” rather than “coffee shop” because Symposium started in a 100-year-old bungalow, and the founders bring a handmade, homey vibe to every space they create. We also made sure to mention that their espresso and tea are responsibly sourced and that other menu items are handcrafted, so new customers can instantly get a feel for the care that goes into every product.
One of our main goals was to share Symposium’s commitment to serving responsibly sourced coffee, tea, sugar, and chocolate, without virtue signaling in our messaging. So we focused on educating customers about why responsibly sourced products matter and showing them how they're part of this movement, taking cues from other sustainable and responsible brands that position the customer as the hero. Check out the images below to see an example of this copy in action.
Special thanks to my go-to gal Ellen at Sage House Editorial for her proofreading support on this project!
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