Brand Tone

Passionate & Artisanal, Knowledgeable & Educational, Approachable & Inclusive, Authentic & Transparent, Community-Focused

Brand Values

• •Quality
• •Authenticity
• •Craftsmanship & Precision
• •Accessibility
• •Discovery & Journey
• •Community
• •Transparency

Best Practices

• •Develop a "Voice and Tone" Guide: Internally document the key characteristics of the 20gr.coffee voice (passionate, knowledgeable, approachable, authentic) with do's and don'ts. This ensures anyone writing copy stays aligned.
• •Prioritize "You" and "We": Use "you" to speak directly to the customer, making them feel included and understood. Use "we" to represent the passionate team behind 20gr.coffee, sharing their expertise and journey.
• •Lead with Passion, Support with Knowledge: Start with evocative, sensory language that conveys the love for coffee, then follow up with clear, accessible explanations of why their coffee is special (origin, roast, process).
• •Educate, Don't Intimidate: Share knowledge in a way that empowers customers, not makes them feel inadequate. Avoid overly technical jargon without explanation. Emphasize that great coffee is for everyone.
• •Tell the Story Behind the Bean: For each coffee, briefly highlight its origin, the farmers (if possible, like their Asobombo women's program coffee), and what makes it unique. This reinforces values of transparency, quality, and connection to the source. The tagline "20grams. of soul in every cup" should be a guiding principle.

Social Perception

High-Quality Provider, Knowledgeable Resource, Passionate and Genuine, Focus on Experience, Modern & Clean Aesthetic

Copy Examples

• •✨ Discover your next favorite: [Coffee Name] from [Region]. We've lightly roasted these exceptional beans to let their unique story of [mention a key flavor note, e.g., bright citrus and floral hints] shine through. At 20gr.coffee, it's about the journey in every cup. Brew, sip, explore. #20grcoffee #SpecialtyCoffee #NewOrigin #BucharestCoffee #SoulOfCoffee
• •Specialty coffee isn't a secret society. It's a shared pleasure. We're 20gr.coffee, and we believe everyone deserves an exceptional cup, brewed right at home. No fancy gear needed, just curiosity and quality beans. Let us show you how. #SpecialtyForAll #HomeBrewing #CoffeeJourney #20grams
• •Why '20 grams'? It’s the heart of precision in coffee, a nod to the craft that turns a simple bean into an extraordinary experience. From sourcing in [mention a specific origin they feature, e.g., Ethiopia, Colombia] to our meticulous light roasts here in Bucharest, every gram tells a story of quality and passion. #20grSoul #CraftCoffee #Roastery #BucharestRoasters
• •Ever wondered what 'washed' vs 'natural' processing *really* means for your brew? 🧐 At 20gr.coffee, we love demystifying the journey from bean to cup! Today, let's explore [briefly explain one aspect and its taste impact]. Taste the difference understanding makes. #CoffeeEducation #KnowYourCoffee #BrewingTips #20grcoffee
• •Our favorite part of the day? That first, soul-affirming sip. What's your go-to 20gr.coffee brew to kickstart your morning, and what makes it special for you? Share your rituals and let's celebrate the everyday magic of coffee together! 👇 #CoffeeCommunity #MorningRitual #20grlovers #BucharestCoffeeScene