Brand Tone

Passionate, Premium, Authentic, Artisanal, Traceable, Educational

Brand Values

• •Exceptional Quality
• •Sustainability and Ethics
• •Traceability and Transparency
• •Passion and Innovation
• •Community and Respect

Best Practices

• •Lead with the "Why," Not Just the "What": Every piece of copy should be infused with the brand's passion. Instead of saying "We sell coffee," say "We search the world for unforgettable coffee experiences to share with you." The story of passion, travel, and sourcing is the differentiator.
• •Use Sensory and Evocative Language: The brand is premium, so the language must match. Use descriptive tasting notes (e.g., "notes of honey, apricot, and caramel," "velvety body") and paint a picture of the origin ("peacefully flying over the coffee plantations"). This appeals to a discerning customer.
• •Emphasize People and Place: Always connect the coffee back to its roots. Mention the farmers, the regions (e.g., "Montanhas do Espírito Santo e Minas Gerais"), and the direct relationships. This reinforces the values of traceability, ethics, and community.
• •Educate to Empower: Frame content around sharing knowledge. Whether it's about brewing methods, processing types, or what an "SCA score" means, position the brand as a knowledgeable guide. This builds trust and authority, justifying the premium price.
• •Maintain Visual and Textual Harmony: The premium, artisanal tone must be reflected in high-quality photography and clean design. The visuals on social media and the website should feel as curated and special as the coffee itself, avoiding generic stock imagery. The words and pictures must tell the same story of quality and passion.

Social Perception

Supplier of high-end, trustworthy, and exceptionally high-quality coffee. Perceived as a benchmark in specialty coffees, with products that justify a premium price due to their exceptional quality and unique sensory complexity. Seen as an authority and a reliable source for fresh, guaranteed quality coffee, appealing to connoisseurs looking for a superior experience. The brand's story of direct sourcing and high standards (86+ points) builds trust and reputation for authenticity.

Copy Examples

• •Headline: From the Mantiqueira Mountains, a new legend arrives. Body: Meet our latest microlot: a Yellow Catuaí so vibrant it sings with notes of yellow fruit and caramel. Cultivated with devotion by the Pereira family and roasted with passion by us. This isn't just coffee; it's a story in every cup. Limited bags available. Link in bio to experience it. #BlackTucano #SpecialtyCoffee #FromFarmToCup #ArtisanRoasters
• •Headline: Your morning coffee deserves to be an experience. Body: Are you ready to elevate your home brew? Stop settling for the ordinary. Our coffees are sourced from the world's most dedicated growers and roasted to unlock their true potential. Discover the difference that traceability and a commitment to quality make. Shop our collection now and get 10% off your first order. #CoffeeLovers #BrewAtHome #EthicalCoffee #BlackTucanoCoffee
• •Headline: The Soul of Coffee, Roasted with Passion. Sub-headline: We are coffee hunters, connecting you with the rarest beans and the dedicated families who grow them. Experience specialty coffee with true character and a commitment to quality from bean to cup.
• •Email Newsletter Subject Line: The Secret to a Sweeter Brew? It's All in the Process. Body: Hi [Name], ever wondered what gives our Honey Coffee its velvety body and notes of brown sugar? It ’s a meticulous process that starts on the farm, long before the beans reach our roaster. This week on the blog, we're exploring the magic of the honey process and how it creates an unforgettable cup. Learn with us and brew with passion.
• •Name: Premium Blend - The Connoisseur's Choice Description: Inspired by American artisanal roasters and Brazilian passion, this blend is our signature. We’ve combined the best of our single-origin beans to create a cup that is both complex and comforting, with rich notes of chocolate, a hint of citrus, and a smooth, lasting finish. It's the perfect daily driver for those who refuse to compromise on quality. Ethically sourced, passionately roasted.