Brand Tone

passionate, educational, and refined

Brand Values

• •Quality & Craftsmanship
• •Education
• •Expertise
• •Customer Experience
• •Innovation

Best Practices

• •Prioritize Education: Always aim to teach something. Whether it's about a flavour note, a brewing method, or a coffee's origin, every piece of copy should add to the customer's understanding and appreciation of specialty coffee.
• •Use Sophisticated Flavour Descriptors: Instead of generic terms like "strong" or "nice," use specific and evocative tasting notes (e.g., "stone fruit," "black tea," "silky mouthfeel"). This reinforces expertise and the premium quality of the product.
• •Maintain a Professional and Clean Voice: Avoid overly casual language, slang, or memes. The tone should mirror the clean, minimalist aesthetic of the brand's visuals. Communication should be clear, confident, and respectful.
• •Emphasize the "Why": Don't just sell a product; sell the craftsmanship behind it. Explain why a particular bean is special or how your roasting process enhances its flavour. This builds value beyond the product itself.
• •Be Consistent Across Platforms: The refined, educational tone used on the website and Instagram should carry through to all customer interactions, including email newsletters, ad copy, and responses to customer comments and reviews. This creates a unified and trustworthy brand identity.

Social Perception

Overwhelmingly positive, perceived as high-quality, excellent service, and reliable.

Copy Examples

• •Awaken your senses. Introducing our latest single-origin from Yirgacheffe, Ethiopia. Expect a delicate, tea-like body with vibrant notes of bergamot, jasmine, and a sweet peach finish. A truly elegant cup, roasted with precision in our Singapore roastery. Explore the profile via the link in our bio.
• •Your morning ritual deserves better than ordinary. At Awake Coffee, we roast specialty-grade beans weekly to ensure peak freshness and flavour. From single origins to our signature blends, discover the craft of coffee. Order today for complimentary Singapore delivery.
• •Master the Craft. Elevate your coffee knowledge with our SCA-certified courses. Whether you're a home brewer or an aspiring professional, our expert-led Academy is your next step. Enrol in a class today.
• •Subject: Convenience Meets Craft. Experience the quality of a specialty café from your Nespresso0 machine. Our best-selling Heroine blend, with notes of milk chocolate and hazelnut, is now available in convenient, compatible capsules. Your exceptional coffee is now just a button away.
• •The heart of our craft. Every batch is meticulously profiled to unlock its unique potential. This is where quality begins. #AwakeCoffeeSG #SpecialtyRoaster