Brand Tone

Robust & Resilient, Authentic & No-Nonsense, Community-Oriented & Supportive, Action-Oriented & Motivating, Proud & Patriotic (UK-focused)

Brand Values

• •Quality
• •Convenience & Practicality
• •Resilience & Durability ('Soldier Proof')
• •Community & Support
• •Authenticity & Integrity
• •Ethical Sourcing

Best Practices

• •Use Direct, Action-Oriented Language: Employ strong verbs and concise phrasing. Avoid overly elaborate or passive language. Think 'mission-focused' communication.
• •Maintain Authenticity: Share genuine stories, especially those related to the brand's origins and its connection with the armed forces community. User-generated content can be powerful here.
• •Emphasize Resilience and Quality: Consistently highlight that the coffee is 'soldier proof,' field-tested, and made from high-quality beans for a superior taste experience, even in challenging conditions.
• •Reinforce Community Values: Regularly mention and demonstrate support for veterans, active military personnel, and first responders. Showcase partnerships and charitable efforts.
• •Be Visually Consistent: Ensure imagery (photos, videos) aligns with the rugged, outdoor, and service-oriented identity of the brand. Show the coffee being used in real-world, often demanding, environments.

Social Perception

Positive & Respected, Authentic & Trustworthy, High-Quality Product, Supportive of a Good Cause, Seen as a 'go-to' for strong, no-fuss coffee

Copy Examples

• •Headline: DEPLOYMENT-GRADE FUEL. ANYWHERE, ANYTIME. Body: Tired of subpar coffee on the go? Our Red On! Battle Bags deliver a high-caffeine, robust brew in minutes. Just add hot water. Mission-ready coffee, no fuss. Call to Action: Shop Battle Bags Now.
• •Headline: BORN IN THE MARINES. BREWED FOR YOU. Body: Founded by Royal Marines who know what real coffee means in tough conditions. Contact Coffee delivers premium roasts, field-tested for when you need it most. Taste the difference dedication makes. Call to Action: Discover Our Story & Brews.
• •Headline: FORWARD ACTION SUPPORT: POWER YOUR DAY. Body: Whether you're on duty, hitting the trails, or tackling a tough project, our coffee is engineered to keep you going. Strong, smooth, and always reliable. Call to Action: Find Your Perfect Roast.
• •Headline: MORE THAN COFFEE. IT'S A COMMITMENT. Body: We proudly support our Armed Forces community. Every cup of Contact Coffee helps us give back to those who serve. Brew with purpose. Call to Action: Learn About Our Mission.
• •Headline: THE ONLY THING INSTANT SHOULD BE YOUR FOCUS. Body: Ditch the disappointing instant. Our innovative coffee bags provide fresh, ground coffee flavour with ultimate convenience. Taste the quality, respect the grind. Call to Action: Upgrade Your Coffee Kit.