Brand Tone

Passionate Expert & Ethical Crafter

Brand Values

• •Quality
• •Sustainability
• •Ethical Sourcing
• •Transparency
• •Education & Craftsmanship
• •Community

Best Practices

• •Prioritize Education & Detail: Always provide context, whether it's about flavor notes, origin, processing, or brewing. Assume your audience is curious and eager to learn.
• •Emphasize Quality & Craftsmanship: Use language that reflects precision, care, and expertise (e.g., "meticulously roasted," "expertly selected," "handcrafted").
• •Integrate Ethical Messaging Naturally: Weave in mentions of sustainability, ethical sourcing, and B Corp status where relevant, reinforcing these as core to the brand, not just an afterthought.
• •Maintain a Passionate Yet Professional Voice: Let enthusiasm shine through, but avoid overly casual slang or hype. The tone should inspire confidence in your expertise.
• •Focus on the Sensory Experience: Use descriptive language that appeals to taste, smell, and even the visual appeal of the coffee, helping customers imagine the experience.

Social Perception

High-Quality Provider, Ethical & Responsible, Knowledgeable Resource, Trustworthy, Aspirational but Accessible, Local Champion (Potentially)

Copy Examples

• •Unearth the essence of [Region, Country] with our latest single origin. Meticulously roasted in small batches, these [Variety] beans reveal vibrant notes of [Flavor Note 1], a subtle hint of [Flavor Note 2], and a lingering [Flavor Note 3] finish. Every sip tells the story of its origin, ethically sourced and passionately prepared. Discover your new favourite.
• •Beyond the brew. Our commitment to sustainability is as deep as our love for coffee. As a certified B Corp, we're proud to be carbon neutral and champion ethical partnerships from farm to cup. Choose Bailies, and taste the difference that responsible roasting makes.
• •Unlock the perfect pour-over. For our [Specific Coffee Bean], we recommend a [Water Temp]°C water temperature and a [Ratio] coffee-to-water ratio. This precision extracts the delicate [Key Flavor Note] for a truly exceptional cup. Need more guidance? Our full brew guide awaits on the 'Learn' section of our site.
• •Never run out of exceptional coffee again. Our curated subscription delivers the world's finest beans, freshly roasted, directly to your door. Explore diverse origins and flavor profiles, handpicked by our experts. Elevate your daily ritual with Bailies.
• •At Bailies, coffee is more than a beverage; it's a craft we've honed, a passion we share, and a responsibility we embrace. From championing our farming partners to meticulously roasting each batch, we pour our expertise into every bag. Experience the Bailies difference.