Brand Tone

Passionate, principled, and educational, characterized by confidence, transparency, approachability, and a premium appreciation for quality.

Brand Values

• •Economic Justice & Fairness
• •Sustainability & Environmental Responsibility
• •Transparency
• •Quality
• •Empowerment

Best Practices

• •Always connect the product back to the core mission, ensuring the underlying message of economic justice and impact is always present.
• •Use confident and principled language that is bold but not aggressive, inviting customers to be part of the solution.
• •Continuously highlight the people behind the coffee by sharing their stories and pictures to personalize the brand and build transparency.
• •Educate, don't preach, by providing valuable information about the coffee's origin, tasting notes, and supply chain intricacies to position the brand as a knowledgeable leader.
• •Maintain a premium feel by using sophisticated and evocative language to describe the coffee's flavor profiles and quality, appealing to specialty coffee connoisseurs and ethically-minded consumers.

Social Perception

Perceived as an innovative and highly ethical company that successfully merges social impact with a high-quality product, inspiring customers to feel they are participating in a positive movement. Viewed as a game-changer and a leader in the 'Roasted at Origin' movement.

Copy Examples

• •This is where the change begins. We believe the best coffee is coffee that creates opportunities. By roasting our beans in Uganda, we ensure that the skill, profit, and pride stay right here, with the communities that grow them. Every cup you drink supports a fairer value chain. Taste the impact. #RoastedAtOrigin #CoffeeAnnan #EthicalCoffee #Uganda
• •Stop just buying coffee. Start investing in a better world. For too long, the coffee industry has been a one-way street. We're changing the route. Our coffee is roasted in the countries where it's grown, which means 300% more of the value stays with the people who deserve it most. Ready for a coffee that tastes good and does good? Try Coffee Annan today and get 15% off your first order.
• •We're not just another coffee company. We're a movement. Coffee Annan was founded on a simple but radical idea: roast coffee where it grows. This isn't just about logistics; it's about justice. It's about dismantling colonial-era trade structures and building a new system based on partnership and respect. We connect you directly with producers in Africa, ensuring that every bag of specialty coffee you enjoy contributes to local economic growth and sustainable development.
• •Make your office coffee a statement of your company's values. Your team deserves the best. But what if the best coffee could also reflect your company's commitment to social responsibility? Coffee Annan provides world-class specialty coffee for your office, roasted at origin to support fair and sustainable development in Africa. Elevate your coffee break and demonstrate your values. Learn more about our office solutions. #SocialImpact #CorporateResponsibility #OfficeCoffee #CoffeeAnnan
• •Bright, Bold, and Radically Better. Experience the vibrant taste of our Kenyan filter coffee, roasted with exceptional skill in the heart of Kenya. With bright notes of blackberry and a hint of cherry tomato, this single-origin batch is a testament to the rich terroir and the expertise of our local roasting partners. Every sip is a celebration of quality and a step towards a more equitable coffee world.