Brand Tone

Passionate & Knowledgeable, Refined & Minimalist, Quality-Focused & Discerning, Approachable & Welcoming (in-store), Direct & Informative

Brand Values

• •Quality
• •Expertise & Craftsmanship
• •Transparency & Traceability
• •Discovery & Exploration
• •Customer Experience
• •Conviction & Passion

Best Practices

• •Prioritize Quality & Detail: Always use precise language when describing coffee origins, flavor profiles, and brewing processes. Avoid vague or generic terms.
• •Maintain a Refined Aesthetic in Language: Keep copy clean, concise, and sophisticated. Avoid overly casual slang or excessive emojis, unless a specific campaign calls for a slight, controlled deviation.
• •Educate and Inform: Share knowledge about coffee in an accessible yet authoritative way. Position the brand as an expert guide for the customer's coffee journey.
• •Emphasize the "Why": Connect product features back to the brand's core values, such as the commitment to traceability, quality, and the pursuit of exceptional flavor.
• •Be Authentic & Passionate: Let the genuine love for specialty coffee shine through in the writing. Use words that convey conviction and dedication to the craft.

Social Perception

Customers who have interacted with the physical store (based on Apple Maps reviews) perceive the brand positively, highlighting good customer service and product quality. Their online presentation (website and Instagram) likely leads to a perception of a high-end, serious specialty coffee provider that values quality and a minimalist aesthetic. The name einszwei (one two in German) coupled with their German location, reinforces a sense of precision, order, and potentially high standards.

Copy Examples

• •Discover a new dimension of Ethiopian Yirgacheffe. Our latest arrival, [Coffee Name], is meticulously sourced and cupped for its vibrant notes of jasmine, bergamot, and a lingering citrus finish. Experience coffee with conviction. Available online and in our Frankfurt store. #einszwei #SpecialtyCoffee #FrankfurtCoffee #NewArrival #CoffeeJourney
• •einszwei: Curated for a Conscious Cup. We journey to the source, selecting only exceptional specialty coffees that speak of their origin. Explore our collection and elevate your daily ritual.
• •The [Farm/Cooperative Name] washed heirloom from [Region, Country] offers a cup of remarkable clarity and complexity. Expect bright acidity, a silky body, and distinct notes of [Flavor Note 1], [Flavor Note 2], and [Flavor Note 3]. Each batch is a testament to our unwavering commitment to quality, from bean to your brew.
• •Perfect your pour. For our [Specific Coffee Bean], we recommend a [Brewing Method, e.g., V60] to fully unlock its nuanced aromatics. Precision in every step, a rewarding experience in every sip. Find our preferred brewing parameters and essential tools on the site. #einszweiCoffee #BrewingGuide #SpecialtyAtHome
• •At einszwei, coffee is more than a beverage; it's a pursuit. We are driven by the conviction that quality is paramount. From blind cupping tables to direct relationships with pioneering farmers, our selection process is rigorous, ensuring every coffee we offer is one we wholeheartedly believe in – clean, complex, and unforgettable.