Brand Tone

Warm, Authentic, and Passionate

Brand Values

• •Community and Family
• •Quality and Craftsmanship
• •Italian Heritage
• •Hospitality
• •Local Support

Best Practices

• •Always Speak with Warmth: Use welcoming and friendly language. Address the audience directly using "you" and "your." Frame the message around the customer's experience and feelings (e.g., "your daily ritual," "a moment for yourself").
• •Emphasize "We" and "Family": Consistently use inclusive language that reinforces the community and family values. Refer to the café and its customers as "we" and "the Baristello family" to strengthen the sense of belonging.
• •Tell the Story of Craft and Passion: Don't just sell coffee; share the passion behind it. Use descriptive words that evoke quality and tradition (e.g., "handcrafted," "authentic," "rich heritage," "expertly brewed"). Reference the Italian roots whenever it feels natural.
• •Keep it Genuine and Simple: Avoid corporate jargon or overly trendy slang. The tone is authentic and down-to-earth. The copy should sound like it’s coming from a passionate person, not a marketing department.
• •Focus on Connection, Not Just a Transaction: The copy should invite interaction and experience. Instead of "Buy our coffee," try "Share a coffee with us." The goal is to encourage people to visit and become part of the café's community, not just to make a purchase.

Social Perception

premium, authentic, and beloved neighbourhood institution.

Copy Examples

• •Some things are just better together. Like a rainy afternoon and the rich, smooth taste of our classic latte. We’re here to make your day a little warmer. #Baristello #ItalianCoffee #MontrealCafe #Community
• •Bring the Baristello family home. Our signature Italian roast, crafted with passion and tradition, is the same blend we serve with a smile in our café. Start your morning with the taste of authentic connection. #ArtOfCoffee #BaristelloAtHome
• •In Villeray, community is brewed daily. At Baristello, we’re more than just your coffee stop; we’re your spot to pause, chat, and feel at home. Come for the coffee, stay for the conversation. #Villeray #MontrealLocal #FamilyAffair
• •Baristello: A taste of Italy in the heart of Montreal. Serving authentic, handcrafted coffee with a passion for community. Everyone is welcome. #Baristello
• •Our coffee is a conversation. Our secret ingredient is community. Thank you for being the '& Co.' in our Baristello & Co. family.