Brand Tone

Passionate, Artsy, Welcoming, and Refined yet Unpretentious

Brand Values

• •Quality: Commitment to high-quality coffee (in-house roasted, ethically sourced beans) and food (seasonal, fresh ingredients, well-executed dishes).
• •Passion: Founded on a deep love for the gastronomy industry and sharing that with others.
• •Authenticity & Uniqueness: Offering a distinctive Middle Eastern-influenced menu and a quirky, individual style.
• •Customer Experience: Creating a welcoming, fun, and memorable atmosphere where people feel like guests.
• •Creativity & Craftsmanship: Evident in their seasonal menu, unique dishes, coffee brewing methods, and the design of the space.
• •Community & Connection: Acknowledging traditional custodians, fostering a local following, and collaborating with others.
• •Adaptability & Resilience: Demonstrated by their response to challenges like COVID-19.

Best Practices

• •Embrace Storytelling: Share the "why" behind Circa – Aykut Sayan's passion, the inspiration for dishes, the sourcing of beans. This reinforces authenticity and passion.
• •Use Vivid & Sensory Language: Describe the "textures of the Middle East," the "aroma of freshly ground coffee," the "quirky and unusual setting." This brings the artsy and refined qualities to life.
• •Maintain a Welcoming & Inclusive Voice: Address customers directly and warmly. Highlight community aspects, pet-friendliness, and the feeling of being a "guest."
• •Show, Don't Just Tell, Quality: Instead of just saying "high quality," describe the "in-house roasted beans," "seasonal ingredients," or the "careful crafting" of dishes. This subtly conveys refinement.
• •Keep it Real & Slightly Playful: Avoid overly corporate or stuffy language. Let the "quirky," "fun," and "unpretentious" aspects of the brand shine through in word choice and sentence structure.

Social Perception

Circaespresso is widely perceived as a beloved and celebrated Parramatta institution, a "hidden gem" known for its exceptional and unique Middle Eastern-inspired food, top-tier coffee, and distinctive, cozy, artsy atmosphere.

Copy Examples

• •Headline: Beyond the Brew. This is Parramatta's Heartbeat. Body: Since 2010, we've been more than just coffee. We're a haven of Middle Eastern flavours, a gallery of upcycled charm, and a community built on a shared love for the good stuff. Step into Circa, feel the passion. #CircaEspresso #ParramattaCafe #MiddleEasternFlavours
• •Headline: Your Daily Masterpiece: Coffee & Cuisine. Body: Forget cookie-cutter. At Circa, every dish is a story, every coffee a carefully crafted experience. From our legendary Ottoman Eggs to the whisper of spice in our house-roasted beans – taste the art in every detail. #ArtOfFood #SpecialtyCoffee #CircaSince2010
• •Headline: Get Your Quirky On. Body: Tucked away in Parramatta, discover a little slice of Melbourne laneway magic. We're about genuine smiles, soulful food with a Middle Eastern twist, and coffee that sings. Come as you are, leave inspired. #QuirkyCafe #HiddenGemParramatta #CircaVibes
• •Headline: More Than a Menu, It's a Mood. Body: Seasonal plates bursting with authentic Middle Eastern zest, coffee that’s ethically sourced and roasted with love. Circa Espresso: where every visit feels like coming home to something wonderfully different. #SeasonalMenu #EthicalCoffee #FeelGoodFood
• •Headline: The Original Parramatta Escape. Body: For over a decade, we've been serving up passion on a plate and artistry in a cup. Find your nook, savour the flavour, and become part of the Circa story. Real food, real coffee, real character. #CircaEspressoStory #ParramattaOriginal #TasteThePassion