Brand Tone

Approachable, passionate, artisanal, welcoming, and community-oriented.

Brand Values

• •Quality & Craftsmanship
• •Community & Friendship
• •Authenticity & Local Identity
• •Simplicity

Best Practices

• •Lead with Passion, Follow with a Story: Always communicate the love for the craft first. Whether it's a social post or product copy, start with the passion for coffee and then weave in the story of friendship, the origin of the beans, or the local heritage.
• •Embrace "Approachable Expert" Language: Use industry terms like "specialty coffee" or "micro-roastery" to establish credibility, but always explain what this means for the customer in simple, friendly terms (e.g., "fresher taste," "unique flavor").
• •Keep it Community-Centric: Use inclusive language ("we," "your," "our community"). Actively engage with comments on social media in a friendly and personal manner. Pose questions in captions to encourage conversation and reinforce the "friendship" value.
• •Stay True to Your Roots: Continue to leverage the brand's unique assets: the "18 Ryneveld Street" origin, the Stellenbosch location, and the Afrikaans product names. This authenticity is a key differentiator.
• •Maintain Visual and Textual Harmony: Ensure the clean, modern, yet rustic visual aesthetic of the photos is matched by the warm, clean, and passionate tone of the text. Every element should feel like it comes from the same authentic, quality-focused source.

Social Perception

The public and customers perceive 18 Coffee Stellenbosch as a high-quality, local coffee spot. Reviews frequently highlight the excellent taste of the coffee, the knowledgeable staff, and the cozy, welcoming atmosphere of the café. It is seen as a genuine specialty coffee provider in Stellenbosch, distinguishing itself through its commitment to the craft. The brand is often mentioned alongside local events and other businesses, indicating its integration into the Stellenbosch community.

Copy Examples

• •Crafted at 18 Ryneveld Street, shared between friends. Our single-origin latte is more than a morning ritual; it's a moment to connect. Tag a friend you'd share this with. #EighteenCoffee #FriendshipAndCoffee #Stellenbosch
• •Your Story Starts Here. From our micro-roastery to your home, 'Die Spoorsnyer' is a blend that’s rich in flavour and heritage. Roasted to order, because good coffee is worth the wait. #SpecialtyCoffee #MicroRoastery
• •Hey, Stellenbosch! Your daily grind just got better. Located at 18 Ryneveld Street, we’re serving up freshly roasted specialty coffee and good conversation. Stop by and make your day a little better. #18Coffee #SupportLocal #Stellies
• •Meet 'Die Bergbok.' Resilient and full of character, just like its namesake. This medium roast features notes of stone fruit and milk chocolate, perfect for your morning espresso or your afternoon filter. It’s an adventure in every cup. #ArtisanalCoffee #CoffeeCulture
• •A Note From Your Friends at 18 Coffee... It all started with a simple idea: coffee that reflects our friendship. This week, we're celebrating the connections made over a great cup. Come in and experience it for yourself. #Community #CoffeeLovers