Brand Tone

Artisanal & Quality-Focused, Eco-Conscious & Ethical, Community-Oriented & Educational, Approachable & Passionate

Brand Values

• •Quality
• •Sustainability
• •Community Engagement
• •Transparency & Traceability
• •Craftsmanship

Best Practices

• •Emphasize the "Why": Beyond just selling coffee, consistently communicate the passion for quality, sustainability, and community. Share stories about sourcing, the roasting process, or the impact of supporting farmers.
• •Use Sensory & Evocative Language: Coffee is an experiential product. Use descriptive words that appeal to taste, smell, and even the feeling of a good cup of coffee (e.g., "bright," "rich," "comforting," "vibrant").
• •Maintain an Educational & Inviting Voice: Whether explaining a brewing method, a coffee's origin, or an upcoming event, the tone should be knowledgeable yet accessible and welcoming to all levels of coffee enthusiasts. Avoid overly technical jargon without explanation.
• •Highlight Eco-Credentials Authentically: Weave in mentions of electric roasting, recyclable packaging, and ethical sourcing naturally, rather than as an afterthought. Show, don't just tell, the commitment to sustainability.
• •Be Rooted in Maine, Welcoming to All: While celebrating their local Maine identity, ensure the language is inclusive and inviting to a broader audience who may discover them online or visit the region. Share the excitement of bringing global coffees to their local community.

Social Perception

Emerging Local Business, Expert-Led, Ethically Minded, Focused on Experience

Copy Examples

• •Headline (Website/Social Media): "Maine-Roasted. Globally Sourced. Sustainably Savored. Discover Tern Coffee."
• •About Us Snippet: "From our home in Jefferson to our new nest in Brunswick, Tern Coffee Roasters is built on 16 years of passion and a simple belief: exceptional coffee can be both delicious and responsible. We meticulously source the sweetest beans, roast them with low-impact electric precision, and share them with our Maine community – from our recyclable bag to your cup."
• •Product Description (e.g., for a new single-origin): "Meet our latest arrival from the highlands of [Region, Country]: a coffee that sings with notes of [Flavor Note 1] and [Flavor Note 2]. Grown by [Farmer/Co-op if known, otherwise 'dedicated farmers'] and carefully roasted right here in Maine, it’s a taste of place, crafted with care for you and the planet."
• •Social Media Post (Promoting a Workshop): "Ready to deepen your coffee connection? Join us this Saturday for a [Workshop Type, e.g., 'Home Brewing Basics'] workshop at Tern Coffee & Tea in Brunswick! Learn, sip, and explore the journey from bean to an amazing brew. Link in bio for details and to reserve your spot!"
• •Email Subject Line (for newsletter subscribers): "Fresh Roasts, Upcoming Tastings & Our Thanks to You | Tern Coffee"