Brand Tone

Aspirational, innovative, and customer-centric, often conveying adventurous, confident, and reassuring sentiments.

Brand Values

• •Freedom & Spontaneity
• •Quality & Innovation
• •Customer Satisfaction & Trust
• •Simplicity & Convenience

Best Practices

• •Lead with the "Why," Not Just the "What": Always frame the product's features within the context of the customer's experience. Instead of saying "Our battery lasts for 7 espressos," say "Made for long days. Enjoy up to 7 espressos on a single charge, so your energy never fades, even when you're off the grid."
• •Use an Adventurous and Empowering Vocabulary: Consistently use words like adventure, explore, freedom, moments, discover, unlock, and elevate. This reinforces the brand's aspirational identity. Avoid overly technical jargon in marketing copy unless explaining a specific benefit.
• •Tell the Origin Story: Weave the story of Alec and the missed sunrise into different marketing channels. It’s a powerful and relatable narrative that perfectly encapsulates the brand's purpose and should be used in "About Us" sections, blog posts, and even email campaigns.
• •Maintain a Confident but Helpful Tone: Be confident in the product's capabilities when marketing, but switch to a clear, simple, and reassuring tone for support content (FAQs, manuals, customer service interactions). This duality builds both desire and trust.
• •Leverage Customer Testimonials as Proof: Continue to feature customer reviews prominently. Frame them not just as ratings, but as stories. Use quotes that highlight freedom and problem-solving, like "This was a lifesaver on my camping trip!" or "Finally, great coffee on the boat." This validates the brand promise through the voice of the user.

Social Perception

The brand is perceived as a reliable and innovative gadget provider for coffee enthusiasts, primarily through its product performance and direct, generally strong, customer service experience.

Copy Examples

• •Never Miss a Moment. Perfect Espresso, Anywhere Your Adventure Takes You.
• •The best views deserve the best coffee. Our Presso XI heats and brews a perfect espresso in minutes, so you can soak in the moment, not search for a café. Where will you take yours? #Caffe2go #EspressoOnTheGo #AdventureFuel
• •Engineered for the adventurer, the Presso XI is more than a coffee maker—it's your guarantee of a perfect cup. With an 18-bar pressure pump and a self-heating element, it delivers rich, hot espresso from capsules or ground coffee at the touch of a button. Stop compromising. Start exploring.
• •Your next adventure is waiting... and so is your coffee.
• •Caffe2go Presso XI | The Ultimate Portable Espresso Maker | Free Worldwide Shipping