Our Mission
To introduce fresh quality, micro-sourced, direct traded specialty graded coffees to a global consumer market. We aim to educate and inform our audience in addition to providing an experience unmatched to store bought brands.
We celebrate diversity and culture awareness intentionally within our brand identity and marketing (.)
Who Are We?
Early Goat Coffee Co. is a specialty graded coffee roasting and distribution company located in South Carolina. We are committed to growing our brand culture to connect our audience to a wider view through the lens of coffee.
Download our brand assets
When in doubt about your use of any Early Goat Coffee Co. brand elements, please contact us at legal@earlygoat.com for clarification.
Voice and Tone
The way we speak to our audience is as much a part of our brand as our product and design. The way we write tells people what to expect from us. Being intentional about our voice and tone helps us put our best, most authentic foot forward at all times and creates a consistent brand experience everywhere we show up.
Our voice is inspiring, relatable, confident, and supportive.
We empower people to transform their businesses and lives. They are taking charge of their destiny, and our platform represents endless possibilities. We want them to feel ready to take on the world and supported in their adventure.
• Active voice — “Jay loved our latest flavor” vs “The latest flavor was loved by Jay.”
• Plain English — No slang, jargon, or chat-speak (LOL, IDK, AFAIK).
• Positive phrasing — “Remember your notes.” vs “Don’t forget your notes.”
Our tone is conversational – we’re not cold and corporate. We consider who we’re writing for, where content is posted, and what the ultimate goal or message is. We speak in terms that our audiences understand and can scale up or down in technical jargon as appropriate.
We’re proud of our product(s) without being arrogant. While Early Goat has personality and a sense of humor, we never get too casual, and we’re not jokey.
Logos
The full Early Goat brand logo is our official one and is used in all of our and our partners’ consumer-facing marketing materials. Download links include logos in .PNG, .SVG, and .EPS formats.
Our Brand Character
Meet, Curly
A little known fact and the most common question we are asked is, “Why Goats?”
Goats discovered coffee! That’s right; the legendary story of Kaldi and the dancing goats leads us to the discovery of coffee in Ethiopia.
We chose Curly as our brand character with great intent. It was important to us to stand apart from other “goat” inspired coffee brands in our own way. Curly is known for those curly eyelashes and has a reputation for being playful, kind, and inclusive.
As our brand character, we expect our consumers to recognize Curly anywhere they see our brand and expect the same quality products and culture we have developed within our brand.
Logo best practices
colors
Our primary palette is at the core of our brand identity and should be used for any static or one-off, brand-focused executions (such as business systems, app icons, press materials).
Typography
Brand logo font & text
- FONT: DM Sans
- Style: Normal
- Weight: 400: Normal
Brand Communication Font & Text
- FONT: DM Sans
- Style: Normal
- Weight: 400: Normal
Early Goat Coffee Co. is a TroyCoLIVE Brand
Are you are looking for another TroyCoLIVE product logo or images? Contact our Legal Department to request.
Early Goat Coffee Co.
Shop our collection of specialty graded coffees from our roast collection. Always roasted fresh in small batches and shipped promptly.