Brand Tone

Authentic & Rooted, Purposeful & Principled, Passionate & Craft-Oriented, Hopeful & Resilient, Warm & Welcoming, Transparent & Honest

Brand Values

• •Community Focus: Dedicated to regenerating their local town of Ammanford by creating meaningful employment and a new industry.
• •Ethical Sourcing: Committed to direct and transparent trade with coffee farmers, ensuring fair prices and supporting their communities.
• •Sustainability: Evident through their B Corp certification, efforts in waste reduction (e.g., recyclable packaging), use of renewable energy, and promoting eco-friendly practices.
• •Quality & Craftsmanship: A strong emphasis on specialty grade coffee, meticulous small-batch roasting, and delivering a superior product.
• •Heritage & Storytelling: Proudly sharing their unique narrative of "the new black gold" and the legacy of the mining industry.
• •Accountability & Transparency: As a B Corp, they are morally and legally committed to high standards of social and environmental performance.

Best Practices

• •Always Anchor to "Our Purpose": Consistently weave in the narrative of Ammanford's regeneration and the "new black gold." This is their unique differentiator.
• •Highlight Ethical Commitments Naturally: Integrate mentions of B Corp status, sustainable sourcing, and fair farmer partnerships as reasons-to-believe, rather than just badges.
• •Use Warm, Sincere, and Passionate Language: Avoid overly corporate or generic coffee jargon. Let the genuine enthusiasm for their mission and their coffee shine through.
• •Emphasize Craft and Quality: Detail the care taken in sourcing and roasting, connecting it to the premium experience the customer receives.
• •Show, Don't Just Tell: Use storytelling, customer testimonials (with permission), and visuals of the community, the roastery, and the coffee origins to bring the brand values to life.

Social Perception

Coaltown Coffee is widely perceived as an inspiring and admirable brand. Customers and the public see them as more than just a coffee company; they are viewed as a force for good, genuinely committed to their ethical principles and community. They are respected for their high-quality coffee, their authentic Welsh roots, and their success in building a sustainable business that gives back. The B Corp certification significantly bolsters this positive perception, lending credibility to their claims.

Copy Examples

• •Headline: From Welsh Coal Pits to Your Coffee Pot. Body: "Ammanford's spirit of honest hard work didn't fade with the mines. At Coaltown, we're crafting a new legacy with ethically sourced, specialty coffee – our new black gold. Taste the story of regeneration in every cup."
• •Headline: Roasted with Purpose. Brewed with Passion. Body: "Every Coaltown bean is a promise: to our planet, our Welsh community, and to your pursuit of the perfect brew. As a B Corp, we believe exceptional coffee can create exceptional change. Discover the difference."
• •Headline: The Art of Coffee. The Heart of a Community. Body: "Meticulously hand-roasted in the heart of Ammanford, our coffees are a testament to craft and care. We pour our passion into every batch, ensuring a delicious experience that also supports a brighter future for our town."
• •Headline: More Than a Morning Ritual. It's a Movement. Body: "Choosing Coaltown means you're part of something bigger. You're supporting fair prices for farmers, sustainable practices, and the revival of a historic Welsh town. Fuel your day, fuel change."
• •Headline: Taste Wales. Taste the Difference. Body: "Experience [Specific Coffee Name], our signature blend featuring notes of [note 1] & [note 2]. Sourced with integrity, roasted with Welsh pride. This isn't just coffee, it's Coaltown."