DHCC Mission Statement
At Dark Horse, we take an aggressive approach to inspire our driven
drinkers to maximize their human potential. We’re passionate about our mission and are relentless in our pursuit to inspire the next great minds to accomplish great things. We provide our consumers with the loyalty, confidence and grit they need when waking up each morning. DHCC Core Values
Passionate - A
t Dark Horse, we have a deep seated passion for greatness and are eager to establish a community that combines the
next generation of driven hard working individuals. Driven - We provide coffee for individuals that want to make an impact with their day. We understand that every step you don’t take forward
and don’t take towards your dream is a wasted opportunity. Get up and drive towards it. Grit -Our grit is our essence, combining the power of passion and
perseverance. This is the X-factor of our success, separating us
from those who simply watch the day go by. We get dirty, work hard,
and never give up. Failure is not an option. Limitless - Our limitless feeling is derived from our confidence, motivation, and passion. This is emphasized through our unique messaging and tone of voice, which is designed to inspire you to take
your day on, head first. Inspired - At Dark Horse, our mission is to inspire the next great minds to achieve greatness. We seek to provide great coffee to those
aspiring for innovation with a willingness to take action and
maximize their human potential in the pursuit of their own mission success. DHCC Why do we Exist? We exist to challenge the status quo, by providing direction and motivation in a unique voice for people who want to make a positive impact. We provide people with permission to tear down the walls, removing their fear and giving them the energy to take the next leap forward. DHCC Who needs to know? Young adventurous blue-collar workers that have grit. They are the kind of people who feel they have been doubted since the beginning and want to prove the haters wrong with extremely hard work. They have masculine personalities, are strong-willed, and are willing to go the extra mile. DHCC Why should you care? People should care because they’ll feel like they’re part of a cause. Additionally, our coffee will position them with like-minded people who
support their belief system. Our coffee is the underdog, it will provide them with the limitless feeling they need to go out and excerpt relentless action in the pursuit of maximizing their human potential towards greatness, every single damn day
DHCC What Makes us Unique
We are unique because our willingness to help people is our number
one priority. We take an upfront no bu****it approach to our day. We will always tell the truth and be held accountable. We are a branding and motivation company that just happens to make great coffee. We motivate our customers to seize the day and strive to help them create new paths. We focus on the experience, the coffee is an additional bonus.
