coffee club - Amazon Simple Storage Service (S3)
CO F F E E C LU B M O USTAC H E COFFE E C LU B .COM
02 Table of Contents 04 Mission Statement & Tagline 05 Tone and Voice 06 Logo Guidelines 07 Logo Misuse 08 Typefaces 09 Typefaces Cont. 10 Colors
04 Our Mission Statement & Tagline The Moustache Coffee Club is a coffee curation club. We find fresh locally roasted, single origin, in season and ethically harvested coffee beans every week and ship them to our members. We are fanatical about freshness and we ship beans the day they are roasted to get them to our customers as soon as possible. In the Moustache Coffee Club we favor coffee that is lightly roasted so as not to obscure the more nuanced tastes. We firmly believe that anybody can drink coffeeshop quality coffee at home without spending a small fortune on expensive gear. With fresh beans and a simple setup anybody can have a coffee shop in their kitchen.
Astonishing coffee delivered. Because there’s no line at your mailbox. Never drink stale coffee again.
05 Our Tone & Voice The Moustache Coffee Club is approachable and comes off as that accepting and open friend who just happens to be super cool and modern. We always remain open to hearing feedback and responding to our members with a smile and anecdote to carry throughout the day. We are always light hearted, funny when we can be but do not force things onto our members or come off as flaky. We provide education and knowledge through casual speak and incorporate modern day elements to make our content more engaging: instagram photos, memes and .gifs. We are never snobby, intentionally offensive or elitist even though our customer demographic can be. We have quality standards for the product we send to members and stick to lightly roasted beans. This means that the only negative things we talk about are scorched beans - not the brands they come from. We want to remain a trusted ally in the coffee subscription world- a resource where newbies to coffee can feel welcome and coffee aficionados can walk away having learned something new. MCC is: Light hearted but not flaky Approachable and welcoming Honest and resourceful Hipster but not alienating/elitist Funny and genuine Expert but not condescending
06 Logo Guidelines Always leave the logo some space to breathe.
Print
Digital
07 Logo Misuse
Do not stretch the logo.
Do not rotate the logo.
moustache coffee club
Do not set logo on dark or bright colored backgrounds. Only use logo on white or neutral background.
Do not use lower case letters for the digital logo.
08 Typefaces Print Tungsten
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Gotham HTF
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Aa
American Typewriter
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
09 Digital Tungsten
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Aa
Fjord One
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
10 Colors Our colors are what define our personality. We are dapper, refined, and organic. These are our primary colors for print and digital text.
#000000 R: 0 G: 0 B: 0 C: 0 M: 0 Y:0 K: 100
#414241 R: 62 G: 64 B: 63 C: 68 M: 60 Y: 61 K: 47
#c1c1c1 R: 195 G: 195 B: 195 C: 23 M: 18 Y: 19 K: 0
These are our accent colors for digital and merchandise use.
#d7d25c R: 218 G: 216 B: 63 C: 17 M: 8 Y: 83 K: 0
#768972 R: 102 G: 142 B: 113 C: 60 M: 31 Y: 60 K: 8
02 Table of Contents 04 Mission Statement & Tagline 05 Tone and Voice 06 Logo Guidelines 07 Logo Misuse 08 Typefaces 09 Typefaces Cont. 10 Colors
04 Our Mission Statement & Tagline The Moustache Coffee Club is a coffee curation club. We find fresh locally roasted, single origin, in season and ethically harvested coffee beans every week and ship them to our members. We are fanatical about freshness and we ship beans the day they are roasted to get them to our customers as soon as possible. In the Moustache Coffee Club we favor coffee that is lightly roasted so as not to obscure the more nuanced tastes. We firmly believe that anybody can drink coffeeshop quality coffee at home without spending a small fortune on expensive gear. With fresh beans and a simple setup anybody can have a coffee shop in their kitchen.
Astonishing coffee delivered. Because there’s no line at your mailbox. Never drink stale coffee again.
05 Our Tone & Voice The Moustache Coffee Club is approachable and comes off as that accepting and open friend who just happens to be super cool and modern. We always remain open to hearing feedback and responding to our members with a smile and anecdote to carry throughout the day. We are always light hearted, funny when we can be but do not force things onto our members or come off as flaky. We provide education and knowledge through casual speak and incorporate modern day elements to make our content more engaging: instagram photos, memes and .gifs. We are never snobby, intentionally offensive or elitist even though our customer demographic can be. We have quality standards for the product we send to members and stick to lightly roasted beans. This means that the only negative things we talk about are scorched beans - not the brands they come from. We want to remain a trusted ally in the coffee subscription world- a resource where newbies to coffee can feel welcome and coffee aficionados can walk away having learned something new. MCC is: Light hearted but not flaky Approachable and welcoming Honest and resourceful Hipster but not alienating/elitist Funny and genuine Expert but not condescending
06 Logo Guidelines Always leave the logo some space to breathe.
Digital
07 Logo Misuse
Do not stretch the logo.
Do not rotate the logo.
moustache coffee club
Do not set logo on dark or bright colored backgrounds. Only use logo on white or neutral background.
Do not use lower case letters for the digital logo.
08 Typefaces Print Tungsten
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Gotham HTF
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Aa
American Typewriter
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
09 Digital Tungsten
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Aa
Fjord One
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
10 Colors Our colors are what define our personality. We are dapper, refined, and organic. These are our primary colors for print and digital text.
#000000 R: 0 G: 0 B: 0 C: 0 M: 0 Y:0 K: 100
#414241 R: 62 G: 64 B: 63 C: 68 M: 60 Y: 61 K: 47
#c1c1c1 R: 195 G: 195 B: 195 C: 23 M: 18 Y: 19 K: 0
These are our accent colors for digital and merchandise use.
#d7d25c R: 218 G: 216 B: 63 C: 17 M: 8 Y: 83 K: 0
#768972 R: 102 G: 142 B: 113 C: 60 M: 31 Y: 60 K: 8
