Para Coffee is an independent coffee shop in Charlottesville, Virginia. Given Para's close proximity to the University of Virginia, the shop attracts its fair share of caffeine- and Internet-addicted students. With this in mind, Para was already doing a lot right: they were on Facebook, Twitter, and they ran a blog. However, the shop did not have a consistent character across these channels. My general positioning copy tied Para’s brand together with a playful and inviting voice.