Brand Tone

Knowledgeable, Approachable, Ethical, Passionate, Modern, Playful, Quality-focused

Brand Values

• •Quality
• •Direct Trade & Fair Price
• •Sustainability
• •Transparency
• •Education & Accessibility
• •Community
• •Innovation & Continuous Improvement
• •Passion

Best Practices

• •Develop a Central Tone & Voice Guide: Document the core attributes of 19grams' tone (Knowledgeable, Approachable, Ethical, Passionate, Modern, Playful, Quality-Focused) with examples of "do's and don'ts" for language, specific phrases (like "Bloody good coffee"), and overall style. This ensures everyone writing for the brand is aligned.
• •Educate with Passion, Not Preachiness: Share knowledge about coffee in an enthusiastic and engaging way. Avoid jargon where possible, or explain it clearly. The goal is to invite people into the world of specialty coffee, not to make them feel ignorant.
• •Always Weave in Values: Subtly and authentically incorporate core values like direct trade, sustainability, and farmer relationships into storytelling and product descriptions. Instead of just saying "ethical," explain *how* (e.g., "We partner directly with the COMSA cooperative in Marcala, ensuring they receive prices that reflect their hard work and dedication to organic farming.").
• •Maintain a Conversational and Human Style: Write as if speaking to a friend who is keen to learn about coffee. Use "we" and "you" to create a connection. Share stories about the team, the founders, and the farmers to humanize the brand.
• •Adapt to the Platform, but Keep the Core Intact: While the specific execution might vary (e.g., more playful on TikTok, more detailed on the blog), the fundamental tone and values should remain consistent across all channels. Ensure the core message of quality, ethics, and passion always shines through.

Social Perception

High-Quality Roaster, Ethical and Sustainable Leader, Knowledgeable and Trustworthy, Pioneering and Influential, Approachable and Educational, Good Customer Experience, Premium Brand

Copy Examples

• •Meet Maria's Geisha from Finca Las Nubes, Honduras! 🇭🇳 We're so excited to share this exceptional lot, bursting with notes of jasmine, peach, and a hint of bergamot. Maria and her family have poured their hearts into these beans, using sustainable practices that make every sip taste even better. We paid 250% above commodity price for this coffee, ensuring Maria’s dedication is rewarded. Ready to brew something truly special? Link in bio for the full story and to grab a bag. #19grams #SpecialtyCoffee #DirectTrade #HondurasCoffee #NewArrival #EthicalSourcing #KnowYourFarmer #BloodyGoodCoffee
• •Unlock the secrets to your perfect brew. ☕ Our Home Barista Workshop isn't about complicated jargon; it's about giving you the skills to make café-quality coffee in your kitchen. Friendly, hands-on, and full of 'aha!' moments. Join us and taste the difference. Learn more & book your spot! [Link] #19gramsBerlin #CoffeeWorkshop #BrewBetter #SpecialtyCoffeeMadeEasy #BerlinCoffee
• •Our Daily Grind: Your everyday escape, elevated. We've carefully blended beans from our trusted partners in Brazil and Colombia to create a coffee that's smooth, balanced, and full of comforting notes of chocolate and toasted almond. Ethically sourced, expertly roasted in Berlin, and designed to make your daily ritual anything but ordinary. Because good coffee shouldn't be complicated, just bloody good. #19grams #DailyCoffee #SpecialtyBlend #EthicallySourced #BerlinRoasters #SustainableSips
• •More Than Just a Cup: At 19grams, we believe every coffee bean tells a story of sustainability. From supporting carbon-positive farms like Hacienda Sonora in Costa Rica to our 100% recycled packaging, we're committed to a greener future, one delicious brew at a time. Discover the coffees that care for our planet as much as your palate. [Shop Sustainable Coffees] #19grams #SustainableCoffee #EthicalChoices #ProtectOurPlanet #SpecialtyCoffee
• •Curious about specialty coffee but don't know where to start? We get it. At 19grams, we're all about making amazing coffee accessible. Forget intimidating vibes – just pure, delicious flavor and the stories of the incredible farmers behind every cup. Try our 'Discovery Pack' and let us guide you through a world of taste. Your journey to bloody good coffee starts here! [Link] #19grams #SpecialtyCoffeeForEveryone #CoffeeJourney #BerlinCoffeeScene #TasteTheDifference #NoSnobsAllowed