Brand Tone

passionate, educational, and approachable, with an authoritative yet welcoming and personal voice.

Brand Values

• •Sustainability
• •Fairness and Transparency
• •Quality
• •Community and Education

Best Practices

• •Lead with Passion, Follow with Facts: Start with emotive, passionate language that conveys your love for coffee, then back it up with the concrete details of your sourcing, roasting, and quality standards.
• •Tell the Story Behind the Bean: Don't just list flavor notes. Share the origin, the cooperative, and the unique process each coffee goes through. This reinforces your values of transparency and direct trade.
• •Be an Educator, Not Just a Seller: Use your platforms to share knowledge. Offer brewing tips, explain different processing methods, and demystify coffee terminology. This builds trust and positions you as an expert.
• •Keep it Personal and Approachable: Continue to feature your team and use a collective "we" to foster a sense of community. Address your audience directly to create a friendly, one-on-one conversation.
• •Let Your Values Shine Through: Ensure that every piece of copy, from a short tweet to a detailed blog post, reflects your core values of sustainability, quality, and fairness. These are your key differentiators and should be a consistent thread in all communication.

Social Perception

A trustworthy, high-quality, and ethical brand, perceived as passionate, approachable experts committed to sustainability and fair trade, fostering strong customer connection.

Copy Examples

• •Meet our new Microlot from Paric, Peru! This isn't just a coffee; it's a story of anaerobic fermentation for 96 hours, creating incredible depth and complexity. Imagine balanced notes of... [flavor notes]. It's our passion, from the farm to your cup. #CarlesKaffee #BioKaffee #DirectTrade #SpecialtyCoffee
• •Ready to level up your coffee game? Our Barista Course is more than just learning to steam milk; it's about understanding the bean, perfecting your extraction, and pouring with passion. Join our Kaffeeschule and let's brew something beautiful together! Link in bio to book your spot. #Kaffeeschule #BaristaKurs #LatteArt
• •Coffee with a Conscience. Every bean we roast is 100% organic, sourced directly from our partner cooperatives, and roasted with 100% renewable energy. Taste the difference that fairness and sustainability make. #FairTrade #OrganicCoffee #Sustainability
• •Our 'Fruchtbrumme' is a diva, but a lovable one! This 100% Ethiopian blend demands precision but rewards you with an explosion of berry, mango, and milk chocolate notes. A sweet, fruity, and silky espresso that will make you smile. #Fruchtbrumme #EspressoLover
• •Ever wonder who's behind your morning brew? This week, we want you to meet Sandra! She's the organizational powerhouse behind our café and events. Her go-to coffee? The Taramesa as a filter coffee with a splash of oat milk. Say hi to Sandra next time you stop by! #TeamCarles #CoffeeCommunity