Brand Tone

aspirational, sophisticated, and indulgent

Brand Values

• •Premium Quality
• •Discovery and Variety
• •Indulgence and Comfort
• •Creativity

Best Practices

• •Lead with Luxury: Always use evocative and sensory language. Words like "velvety," "silky," "rich," "aromatic," and "exquisite" should be staples. Connect the coffee's quality to the feeling of cashmere—soft, premium, and comforting.
• •Tell a Story: For each product, especially single-origin beans, briefly narrate its origin or the inspiration behind a blend. This adds a layer of sophistication and authenticity that justifies a premium price point.
• •Focus on the "Why," Not Just the "What": Instead of just listing flavor notes (the "what"), explain the experience they create (the "why"). For example, instead of "notes of cinnamon and clove," write "warming notes of cinnamon and clove to make your mornings cozier."
• •Maintain an Uplifting and Inspirational Tone: The copy should feel like a positive affirmation. Use encouraging and celebratory language, as seen in their blog titles, to associate the brand with wellness and self-care.
• •Embrace Playful Confidence: While the tone is sophisticated, it isn't stuffy. Don't be afraid to use confident and creative descriptions like the "phoenix" metaphor for the sweet potato coffee. This personality helps the brand stand out in a crowded market.

Social Perception

It aims to be perceived as a high-end, reliable source for specialty coffee for discerning customers who are willing to pay for quality and unique flavor experiences. The absence of a social community or customer reviews means there is no current public dialogue shaping the brand's image; it is entirely self-defined.

Copy Examples

• •Experience the Fabric of a Finer Brew. Your daily ritual, elevated.
• •Meet our latest discovery from the vibrant hills of Huehuetenango, Guatemala. With elegant notes of dark chocolate, bright citrus, and a whisper of toasted almond, each cup offers a journey of flavor. It’s more than coffee; it’s a destination.
• •Wrap Yourself in the Flavor of Autumn 🍂
• •Some moments are too luxurious to rush. Our Holiday Velvet Blend is crafted for slow mornings and quiet afternoons. What's your favorite way to indulge? #CashmereCoffee #LuxuryInACup #CoffeeRitual
• •Tired of the ordinary? Let the world's finest coffees come to you. Join the Cashmere Club and unbox a new discovery every month. Because you deserve coffee that's as exceptional as you are. Subscribe today and save 15%.