Brand Tone

Passionate & Enthusiastic, Knowledgeable & Expert, Artisanal & Quality-Focused, Welcoming & Community-Oriented, Authentic & Transparent

Brand Values

• •Quality
• •Passion
• •Expertise & Education
• •Community
• •Respect & Traceability
• •Craftsmanship

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key characteristics of your tone (e.g., passionate, knowledgeable, artisanal, welcoming), preferred vocabulary (and words to avoid), and examples of good and bad copy. Share this with anyone creating content.
• •Emphasize Storytelling: Share the stories behind your coffee – the origins, the farmers (if possible), the roasting process, and the passion of your team. This reinforces authenticity and connection.
• •Educate and Empower: Use copy to share knowledge about coffee in an accessible and enthusiastic way. Avoid overly technical jargon unless explaining it clearly. Make customers feel more informed and confident in their coffee choices.
• •Maintain Visual-Verbal Consistency: Ensure the tone of your copy aligns with your visual branding (e.g., the high-quality, artisanal feel of your Instagram photos). The words should evoke the same feelings as the images.
• •Engage Authentically: When responding to comments or messages, maintain the established brand tone. Be genuinely helpful, appreciative, and passionate. This humanizes the brand and builds community.

Social Perception

Positive, High-Quality Provider, Knowledgeable Experts, Authentic & Passionate, A Go-To Spot for Coffee Aficionados, Aesthetically Pleasing

Copy Examples

• •🌍✨ Journey to Huehuetenango, Guatemala with our latest single origin! ☕️ Expect vibrant notes of milk chocolate, toasted almond, and a hint of citrus zest. Our roasters have worked their magic to bring out the very best of these exceptional beans. Ready to elevate your morning ritual? Available online and in-store. #VirtusCafe #SpecialtyCoffee #Huehuetenango #NewArrival #ParisCoffee #ArtisanRoaster #CoffeePerfection
• •Never run out of exceptional coffee again. ✨ Subscribe to Virtus Café and discover a world of curated flavors, delivered fresh from our Paris roastery to your door. Expertly selected, passionately roasted. Your perfect cup, simplified. [Button: Explore Subscriptions]
• •Hey Coffee Lovers, Want to unlock the perfect V60 brew? Our head barista, [Barista's Name], shares a secret: 'It's all about the bloom!' Allowing your fresh grounds to 'bloom' for 30 seconds releases CO2 and ensures a more even extraction. Try it and taste the difference! For more tips and our latest roasts, visit the blog. Warmly, The Virtus Café Team
• •Bonjour Paris! 🇫🇷 Craving truly exceptional coffee? At Virtus Café, we passionately source and roast the world's finest beans right here in the city. From a rich espresso to a delicate pour-over, experience coffee craftsmanship at its best. Visit us at [Address] – your daily dose of perfection awaits! #VirtusParis #CafeDeSpecialite #ParisianCoffee #SupportLocalRoasters #CoffeeExperts
• •Ethiopia Yirgacheffe - Washed Process Immerse yourself in the birthplace of coffee with our Ethiopia Yirgacheffe. Delicately washed to highlight its signature bright acidity and complex floral notes. Expect hints of jasmine, bergamot, and lemon tea. Roasted with precision in our Paris atelier, this coffee is a testament to our passion for revealing the unique terroir of each origin. Perfect for pour-over or Aeropress. Taste the dedication. [Button: Add to Cart]