Brand Tone

passionate, educational, and community-focused

Brand Values

• •Quality and Craftsmanship
• •Community and Regional Identity
• •Education and Transparency
• •Bridging Global and Local

Best Practices

• •Always Tell a Story: Whether it's the origin of the beans, the history of the café building, or the inspiration behind a blend's name, frame the content within a narrative. This reinforces the brand's values of authenticity and connection.
• •Lead with Passion and Expertise: Use enthusiastic and confident language. Share details about the craft (roasting times, flavor notes, brewing tips) to position the brand as a knowledgeable yet approachable expert.
• •Emphasize the Local Connection: Regularly mention local landmarks, towns (Bensheim, Zwingenberg, Darmstadt), and community events. This strengthens the bond with the local audience and reinforces the regional identity.
• •Educate, Don't Just Sell: Create content that provides value beyond the product itself. Offer brewing guides, explain coffee terminology, or share insights into the coffee industry. This builds trust and positions the brand as a go-to resource.
• •Maintain a Consistent Voice Across All Channels: Ensure the warm, educational, and community-focused tone is present everywhere —from Instagram captions and website text to in-store signage and responses to customer reviews. Create a simple brand voice guide for all staff to follow.

Social Perception

The public perceives Bergsträßer Kaffeerösterei as a high-quality, local artisanal business. They are seen as a passionate start-up that has successfully established itself in the region. The choice of locations, such as a charming industrial building and a restored historic structure, contributes to an image of a brand that values character and authenticity. They are mentioned in local event calendars and business association meetings, indicating a respected and integrated role in the local economy.

Copy Examples

• •From the volcanic soil of Guatemala to our roastery in Bensheim. Meet our new single-origin, bursting with notes of chocolate and orange zest. We ’ve spent weeks perfecting the roast profile to bring you a cup that ’s both bold and incredibly smooth. Come by the Kaffeeschuppen for a taste or grab a bag for home. #BergstrasseKaffee #SpecialtyCoffee #HandRoasted
• •Named after our beloved local mountain, the Melibokus Melange is our tribute to the Bergstraße region. This blend of Brazilian and Colombian beans is crafted for a perfectly balanced cup —smooth, full-bodied, and with a gentle nutty finish. It's the ideal coffee for your daily ritual, connecting you to home with every sip.
• •Ever wondered how we unlock so much flavor from a tiny bean? Now ’s your chance to find out. Join our Head Roaster, Alexander, for an exclusive tour and tasting at our Bensheim roastery. You'll learn the art of cupping and discover the secrets behind the perfect roast. Limited spots available – book your journey from bean to cup!
• •Hello Bensheim! We're back at the Marktfrühstück this Saturday from 10 am to 2 pm. Let the scent of freshly brewed coffee guide you to our stand. We ’re serving up our signature Starkenburger Rüstung and have plenty of freshly roasted beans for you to take home. See you at the Marktplatz! #LocalCoffee #Bensheim #Wochenmarkt
• •Your coffee has a story. This week, we're featuring beans from a small, family-owned farm in Ethiopia that we partner with directly. This direct relationship means better quality for you and a fair partnership for them. Ask our barista for a pour-over to experience its unique floral notes. #DirectTrade #KnowYourCoffee