Brand Tone

Authentic and Passionate, Welcoming and Friendly, Vibrant and Energetic, Quality-Focused

Brand Values

• •Authenticity
• •Quality
• •Community
• •Simplicity

Best Practices

• •Embrace "Italish": Continue to pepper English and Swedish communications with key Italian words and phrases (Benvenuti, Aperitivo, La Famiglia, Passione). This consistently reinforces the brand's core identity without alienating the local audience.
• •Focus on Sensory Language: Use descriptive words that evoke taste, smell, and atmosphere. Instead of "good coffee," use "rich, aromatic espresso" or "creamy, velvety cappuccino." Describe the "lively chatter of the café" and the "scent of freshly baked pastries."
• •Tell Stories, Not Just Sell Products: Share the stories behind the products, the inspiration from Italy, or the daily life of the café. This builds a deeper connection with the audience and highlights the passion and authenticity that customers value.
• •Let the Community Be Your Voice: Actively encourage, share, and engage with user-generated content. Featuring customer photos and positive reviews in posts and stories validates the brand's claims and builds social proof in an authentic way.
• •Maintain a Warm and Confident Tone: The brand's voice should always be welcoming, confident, and passionate. Avoid overly corporate or generic marketing language. Every piece of copy, from a menu description to a social media reply, should feel like it's coming from a friendly and proud Italian host.

Social Perception

Customers perceive it as a "gem" and an "escape to Italy." The most common descriptors are "authentic," "cozy," and "best coffee in Gothenburg." The atmosphere is a key part of its appeal; although it can get crowded, this is often seen as part of its charm and authenticity. It is seen as a reliable spot for high-quality, classic Italian café products. It is a trusted local favorite, attracting both residents and visitors seeking a genuine experience.

Copy Examples

• •Your morning escape to Italy is closer than you think. A perfectly crafted cappuccino and a warm cornetto are waiting to start your day the right way. Benvenuti! #BarItaliaGbg #Espresso #Gothenburg #ItalianBreakfast
• •For us, it's more than just coffee. It's a tradition, a passion, and a way to bring a piece of Italy to Gothenburg. It’s in the aroma, the chatter, and every single cup we serve. Come feel the difference. #AuthenticItalian #PassionForCoffee #Community
• •The day is over. The evening is here. It's Aperitivo time. See you at Prinsgatan 7. #Aperitivo #Göteborg #AfterWork
• •Take the heart of Bar Italia home. Shop our new collection and our signature coffee beans. Wear the passion, taste the tradition.
• •The best conversations happen over the best coffee. Thank you for making our corner of Prinsgatan your favorite meeting spot. Tag who you're sharing your next coffee with! #BarItaliaFamily #Fika #Göteborg