Brand Tone

Passionate, Artisanal/Craft-focused, Conscious/Ethical, Appreciative of Moments

Brand Values

• •Quality & Craftsmanship: Dedication to specialty coffee and in-house roasting to unfold unique aromas.
• •Passion for Coffee: A deep love for coffee and its culture is central to their messaging.
• •Ethical Sourcing & Community: Supporting coffee-growing communities, ensuring fair compensation, and highlighting the role of women in coffee production.
• •Enhancing Experiences: Believing that coffee makes moments more meaningful.

Best Practices

• •Prioritize Storytelling: Continue sharing the stories behind the beans, the roasting process, and the people involved (like the Gasharu coffee farmers).
• •Use inclusive language and images that represent the diversity of the coffee-growing communities they partner with.
• •Maintain a balance between informative content (about coffee origins and roasting) and emotionally engaging stories.
• •Be Consistent Across All Channels: Ensure the tone used on the website, Instagram, TikTok, email newsletters, and any packaging is harmonious.
• •Encourage user-generated content by inviting customers to share their coffee moments and experiences.

Social Perception

Ethical and Sustainable, High-Quality Coffee, Community-Focused, Authentic and Passionate, Enhancing Everyday Moments

Copy Examples

• •Aus Liebe zum Kaffee (For the love of coffee)
• •Highlighting stories like the Women's Crown coffee from Rwanda
• •Fair farmer compensation
• •Coffee enriches the moment and makes experiences more conscious and valuable.
• •It’s a testament to the incredible women of Gasharu, ethically sourced and roasted with care to bring you a cup full of character and purpose.