Brand Tone

Authentic & Rooted, Community-Oriented & Welcoming, Passionate & Nerdy (about coffee), Ethical & Purpose-Driven, Educational & Storytelling, Warm & Inviting

Brand Values

• •Cultural Heritage & Tradition
• •Community Building
• •Ethical Sourcing & Economic Empowerment
• •Quality & Craftsmanship
• •Inclusivity & Diversity
• •Sustainability & Social Impact
• •Authenticity

Best Practices

• •Lead with Story & Heritage: Always weave in elements of Efrem Fesaha's journey, the Eritrean inspiration, and the cultural significance of East African coffee traditions. This reinforces authenticity and roots the brand.
• •Emphasize Community & Inclusivity: Use warm, inviting language that speaks to creating a welcoming space for everyone. Highlight events, partnerships, and the cafe's role as a gathering place.
• •Showcase Ethical Impact Clearly: Don't just say "ethical"; explain *how*. Mention direct sourcing from Africa, support for women growers, and the goal of shared prosperity. This builds trust and resonates with conscious consumers.
• •Balance Passion with Professionalism: While "coffee nerds" conveys enthusiasm, ensure the overall message also reflects the high quality of the product and the serious commitment to their mission and partners.
• •Use Sensory and Evocative Language: Describe the coffee with terms that evoke its African origins, unique flavor profiles (citrus, floral, berry, chocolate), and the aroma of roasting beans, connecting the customer to the experience even before they taste it.

Social Perception

Positive & Respected, Community Anchor, Authentic Cultural Experience, Ethically Conscious Choice, Welcoming & Inclusive, High-Quality Roaster

Copy Examples

• •Headline: More Than a Morning Ritual. It's a Connection. Body: At Boon Boona, every cup tells a story that began centuries ago in East Africa. From our ethically sourced beans to the traditional Jebena ceremony in our cafes, we invite you to experience coffee that’s rich in flavor and heritage. Taste the tradition, feel the community.
• •Headline: Your Seattle Community Coffeehouse with African Roots. Body: Step into Boon Boona and feel the warmth. We’re more than just "coffee coffee"; we’re a space to gather, share, and celebrate the vibrant cultures that inspire us. Proudly sourcing from African growers, dedicated to shared prosperity.
• •Headline: The Heart of Africa, Roasted in Seattle. Body: We’re "coffee nerds" with a mission. To bring you the most exquisite coffees from across Africa, while ensuring our farming partners, especially women-owned cooperatives, thrive. It's good coffee, for good people, creating good in the world.
• •Headline: Brew a Cup of Change. Support African Growers. Body: Every Boon Boona bean is a testament to our commitment: empowering African coffee producers and sharing their incredible bounty with you. Discover unique flavor profiles and become part of a story that bridges continents.
• •Headline: Where Every Pour is a Promise. Body: Experience the authentic East African coffee ceremony, a tradition of hospitality and connection, right here in Seattle. At Boon Boona, we’re dedicated to quality, community, and the vibrant spirit of Africa in every roast. Join us.