Atrium Coffee Co. caters to the hardworking individuals who form the backbone of our community. Our ideal customers are the unsung heroes of everyday life - dedicated moms, compassionate doctors, tireless nurses, and inspiring teachers.

We welcome people from all walks of life who deserve a moment of celebration and respite in their day. Our coffee shop aims to be a welcoming haven and an integral part of the community, where everyone feels valued and appreciated.

Target Customer

Our customers face challenges in efficiently ordering wholesale coffee and merchandise, as well as staying informed about our latest menu offerings and promotions. They need a seamless ordering process and easy access to up-to-date information about our products and services.

Customers feel frustrated and disappointed when they can't place their orders immediately or when they're uncertain about our restocking schedule. This lack of information and accessibility creates a sense of inconvenience and disconnection from our brand.

We believe that leaving a customer confused or uninformed goes against our core values of community and connection. Every interaction with our brand should reinforce the feeling of belonging and care that we strive to create.

Their Problems

At Atrium Coffee Co., we understand the importance of clarity and peace of mind. We empathize with our customers' need for a welcoming space where they feel heard, valued, and cared for. We're committed to creating an environment where every customer knows they'll be taken care of, from the moment they engage with our brand to the last sip of their coffee.

Brand Empathy

Our expertise lies in our deep connection with the community. The excitement and support we've garnered for our merchandise and physical location demonstrate our ability to create products and experiences that resonate with our customers. We're not just selling coffee; we're cultivating a community-centric brand that people are eager to be a part of and support.

Brand Expertise

Connect with Us

Engage with our friendly staff, participate in our community events, or follow us on social media to become part of the Atrium Coffee Co. family.

Choose Your Brew

Explore our menu of carefully crafted coffees and select the perfect blend that suits your taste and mood.

Order with Ease

Use our simple ordering system to get your favorite coffee or merchandise, whether for personal enjoyment or wholesale quantities.

The Plan

Order Now

This direct call-to-action encourages immediate engagement with our core product, inviting customers to experience our coffee right away.

Join Our Community

This secondary call-to-action invites customers to become part of the broader Atrium Coffee Co. experience, whether through visiting our location, engaging with our brand online, or participating in community events.

Calls to Action

When customers choose Atrium Coffee Co., they don't just get a great cup of coffee - they become part of a vibrant, supportive community. Our customers leave our shop with renewed energy, a sense of belonging, and hope for the day ahead. They feel seen, heard, and valued, knowing that their patronage supports a business that genuinely cares about its community.

Customer Success

By not choosing Atrium Coffee Co., customers risk more than just wasting money on subpar coffee. They miss out on the opportunity to start their day with a positive, uplifting experience. In a world where genuine human connections are increasingly rare, they lose the chance to be part of a caring community that values each individual. Without Atrium Coffee Co., customers might settle for impersonal transactions instead of meaningful interactions that can brighten their entire day.

Negative Stakes

Hey there, neighbor! Pull up a chair and let's chat about something we all know too well—those days when you're running on empty, juggling a million things, and just need a moment to catch your breath. Sound familiar?

At Atrium Coffee Co., we've got a special place in our hearts for the everyday heroes who keep our community ticking. You know who you are—the moms who somehow have eyes in the back of their heads, the doctors and nurses who've perfected the art of power naps, and the teachers who deserve gold medals in patience. We see you, and boy, do we appreciate you!

Now, we know life can get as messy as a spilled latte sometimes. Maybe you're trying to order your favorite brew while simultaneously breaking up a sibling squabble or sneaking in a coffee run between saving lives. We get it—you need your coffee fix to be as quick and easy as possible. No one has time for confusing menus or feeling out of the loop, right?

That's where we come in, like that friend who always knows just what you need. We're not just about serving up a great cup of joe (though we do pride ourselves on that!). We're about creating a little oasis in your day, a place where you can take a deep breath, share a laugh, and remember that you're part of something pretty special—our quirky, wonderful Atrium family.

So, here's our not-so-secret recipe for making your day a little brighter:

1. Choose Your Brew: Explore our menu—it's like a treasure hunt, but with less sand in your shoes and more delicious options.
2. Order with Ease: Whether you need a single cup or enough to fuel an entire office, we've made ordering simpler than explaining TikTok to your grandma.
3. Connect with Us: Pop in for a visit, join our shenanigans at community events, or slide into our DMs. We're always up for a good chat!

And just like that, you've gone from coffee novice to an honorary member of the Atrium crew. It's that easy!

Look, we know there are plenty of places out there that can give you a caffeine fix. But here at Atrium, we're serving up something a little extra—a warm welcome, a hearty laugh, and a reminder that you're kind of a big deal to us.

So why not swap those impersonal grab-and-go moments for a little Atrium magic? Trust us, it's better than finding an extra fry at the bottom of the bag (and that's saying something).

Come on in, the coffee's fine, and the company's even better. Let's turn that rough day into a "rough? no way!" day, one sip at a time. After all, life's too short for bad coffee and missed connections, right?

Welcome to Atrium Coffee Co.—where every cup comes with a side of community, a sprinkle of fun, and a whole lot of heart. ☕💖

Brand Narrative

Brand Voice

Overall Tone

Warm, inclusive, and gently humorous with an underlying current of care and support.

Key Characteristics

Approachable & Relatable
  • Use everyday language and avoid coffee jargon
  • Share relatable anecdotes and experiences
  • Address the audience as peers and friends

Lighthearted & Playful
  • Incorporate gentle humor and wordplay
  • Use a conversational and upbeat tone
  • Don't take ourselves too seriously

Nurturing & Supportive
  • Express genuine care for customers and community
  • Offer encouragement and positivity
  • Emphasize how we support and uplift others

Warm & Comforting
  • Use rich, descriptive language that evokes coziness
  • Create a sense of belonging and community
  • Emphasize tradition and seasonal changes

Voice Characteristics

  • Authentic: Always genuine, never pretentious
  • Inclusive: Welcoming to all, regardless of coffee knowledge
  • Empathetic: Understanding of customers' needs and feelings
  • Optimistic: Focusing on the positive aspects of life
  • Clear: Direct and easy to understand
  • Engaging: Encouraging interaction and participation

Do's and dont's

Do:
  • Use "we" and "our" to create a sense of community
  • Tell stories that highlight everyday moments and people
  • Use humor that's kind and relatable
  • Emphasize how coffee brings people together
  • Acknowledge and celebrate the changing seasons

Don't:
  • Use complex coffee terminology without explanation
  • Make jokes at anyone's expense
  • Come across as exclusive or elitist
  • Use a formal or corporate tone
  • Ignore the community aspect of the brand

Sample Voice Applications

Social Media Post:
"Autumn leaves are falling, and so are our prices! Cozy up with our Pumpkin Spice Latte, now with an extra shot of 'you've got this!' ☕🍂 #AtiumAutumn"

Email Newsletter Opening:
"Hey there, coffee lover! As the days get shorter, our list of reasons to smile gets longer. From steaming mugs to warm conversations, we're here to add a little extra comfort to your day."

In-Store Signage:
"Whether you're a coffee connoisseur or just here for the free Wi-Fi, you're part of our Atrium family. Grab a cup and stay awhile!"

Product Description:
"Our House Blend: It's like a hug in a mug, with notes of chocolate and just a hint of 'you've got this!' Perfect for powering through Monday mornings or savoring lazy Sunday afternoons."