Brand Tone

Expert and Passionate, Artisanal and Quality-Focused, Transparent and Ethical, Modern and Sophisticated, Welcoming and Community-Oriented (in-cafe)

Brand Values

• •Quality
• •Expertise
• •Transparency
• •Sustainability
• •Passion
• •Craftsmanship
• •Connection/Journey

Best Practices

• •Emphasize Expertise without Alienating: Share knowledge, tasting notes, and origin details in an accessible way. Use precise coffee terminology but explain it where necessary to educate rather than intimidate.
• •Tell the Story of the Bean: Always connect the coffee back to its origin, the farmers, and the unique journey it took. This reinforces transparency and the "seed-to-cup" value.
• •Highlight Quality and Craftsmanship: Use words like "meticulous," "artisanal," "precision," "hand-picked," and "expertly roasted" to consistently convey the dedication to quality.
• •Maintain Visual and Verbal Sophistication: Ensure that the language used is as clean, modern, and refined as the brand's visual identity (packaging, cafe interiors). Avoid overly casual slang unless it specifically fits a targeted campaign.
• •Showcase Passion and Connection: Let the genuine love for coffee shine through. Write about coffee not just as a product, but as an experience, a journey, and a way to connect people.

Social Perception

Highly Respected, Authentic and Credible, Premium Quality, Knowledgeable Source, Aesthetic Appeal, Dedicated to the Craft

Copy Examples

• •Headline: Beyond the Brew: Discover the Story in Every Cup. Body: At Craft Coffee Roaster, each bean tells a tale of origin, dedication, and meticulous care. Founded by World Cup Taster Champion Lok Chan, we journey from farm to our Hong Kong roastery, ensuring every sip connects you to the world's finest coffee artisans. Explore our latest single-origin arrivals.
• •Headline: The Art of Precision. The Soul of Coffee. Body: Craftsmanship isn't just in our name; it's in every batch we roast. We meticulously monitor, cup, and perfect our profiles to unlock the unique terroir of each bean. Taste the dedication. Experience Craft Coffee Roaster.
• •Headline: Sustainably Sourced. Expertly Roasted. Purely Delicious. Body: Our commitment extends beyond exceptional flavor. We believe in transparent, sustainable partnerships with growers worldwide, bringing you coffee that not only tastes good but does good. Join us in celebrating a more ethical coffee journey.
• •Headline: From Champion Palate to Your Cup. Body: Experience coffee curated by 2017 World Cup Taster Champion, Lok Chan. Our selection represents a relentless pursuit of quality, from rare micro-lots to our signature blends, all roasted with passion right here in Hong Kong.
• •Headline: Your Daily Ritual, Elevated. Body: Transform your coffee moment into an exploration of flavor. Whether it's the bright notes of an Ethiopian Yirgacheffe or the comforting depth of our Honeycomb Blend, find your perfect brew at Craft Coffee Roaster. Visit our cafes or shop our beans online.