Brand Tone

Passionate & Knowledgeable, Approachable & Friendly, Ethical & Conscious, Quality-Focused & Refined, Community-Oriented

Brand Values

• •Quality
• •Ethical Sourcing & Sustainability
• •Personal Connection & Community
• •Expertise & Education
• •Heritage & Passion
• •Integrity & Respect

Best Practices

• •Emphasize the "Why": Always circle back to the core mission of personal connection, ethical sourcing, and the passion for quality coffee. Let the story and values shine through, not just the product features.
• •Use Warm and Inclusive Language: Maintain an approachable, friendly tone. Phrases like "we'd love to chat," "join our growing family," or directly addressing the customer's pursuit of good coffee reinforces this.
• •Highlight Ethical Choices Naturally: Weave in mentions of Fair Trade, sustainability, and ethical sourcing as integral parts of the coffee's quality and story, rather than just add-ons. This reinforces it as a core value.
• •Show, Don't Just Tell, Expertise: Instead of merely stating "we are experts," explain the care taken in sourcing, roasting, and even the historical connection to coffee. Share knowledge through blog posts and product descriptions.
• •Maintain a Tone of Passionate Craftsmanship: Whether talking about a single-origin bean's unique profile or the benefits of their wholesale program, the underlying passion for the craft of coffee should be evident.

Social Perception

High-Quality Coffee, Reliable & Good Service, Ethically Minded, Expert Roasters, Community Fixture (in Camberwell)

Copy Examples

• •Headline: More Than Just a Bean. It's a Connection. Body: From our founder's childhood on a Sri Lankan coffee estate to your morning cup, 1961coffee is about passion, ethical sourcing, and the simple joy of bringing people together. Taste the story in every sip.
• •Headline: Your Perfect Cup, Crafted with Care. And Conscience. Body: Discover award-winning blends and exquisite single-origin coffees, roasted to perfection in Melbourne. We meticulously source Fair Trade beans and use eco-friendly practices, so you can enjoy exceptional coffee that’s good for the planet and its people.
• •Headline: Fuel Your Business with Coffee That Speaks Volumes. Body: Partner with 1961coffee for your wholesale needs. We offer our expertise, ethically sourced beans, and custom roasting to help your café or business flourish with every brew. Let's chat about your vision.
• •Headline: From Our Family to Yours: The Art of Great Coffee, Since 1961. Body: While we officially started roasting in 2012, our love for coffee dates back to 1961. Experience the heritage and dedication in our carefully selected Arabica beans, available online with fast delivery. Because great coffee makes every day better.
• •Headline: Sip Sustainably. Taste Sustainably. Body: At 1961coffee, we believe exceptional coffee shouldn't cost the Earth. Our commitment to 100% bio-based, compostable pods and ethically sourced beans means you're choosing a cup that's as kind as it is flavourful.