Brand Tone

Passionate & Enthusiastic, Approachable & Friendly, Knowledgeable & Quality-Focused, Community-Oriented

Brand Values

• •Quality
• •Seasonality & Freshness
• •Accessibility/Inclusivity (in specialty coffee)
• •Transparency
• •Community & Connection
• •Passion

Best Practices

• •Stay Passionate but Grounded: Express genuine enthusiasm for coffee, but avoid overly technical jargon that might alienate newcomers. Keep it relatable.
• •Prioritize a Friendly, Conversational Style: Write as if you're talking to a friend about something you love. Use "you" and "we" to create a direct connection.
• •Educate Gently: Share knowledge about origins, processes, and brewing in an accessible way. Frame it as sharing insights rather than lecturing.
• •Emphasize Quality Through Storytelling: Instead of just saying "high quality," tell the story behind the beans, the roasting process, or the flavour profile.
• •Foster Community in Your Language: Encourage interaction, ask questions, and make customers feel like they are part of the Draft Coffee Roasters family. Reference your local Derrimut community where appropriate.

Social Perception

Positive, Respected for Quality, Friendly & Welcoming, Knowledgeable Source

Copy Examples

• •Headline: Your Daily Dose of Delicious, Done Right. Body: Forget the fuss, not the flavour. At Draft Coffee Roasters, we're all about making exceptional coffee an everyday joy. Explore our latest seasonal roast! Tone: Approachable, Quality-Focused
• •Headline: From Bean to Your Brew, With Passion. Body: We meticulously source and roast every batch, chasing that perfect cup. Got questions about grind size or brewing methods? We love to chat coffee! Drop us a line or visit us in Derrimut. Tone: Passionate, Knowledgeable, Community-Oriented
• •Headline: Discover Your New Favourite Single Origin. Body: This week, we're excited about our [Country] [Region] beans, bursting with notes of [flavour note 1] and [flavour note 2]. Perfect for your morning pour-over or afternoon espresso. Tone: Enthusiastic, Informative
• •Headline: More Than Just Coffee, It's a Community. Body: We believe great coffee brings people together. Swing by our Derrimut roastery for a chat, a freshly brewed cup, and beans to take home. Tone: Friendly, Community-Oriented
• •Headline: The No-Fuss Guide to Amazing Home Coffee. Body: Specialty coffee shouldn't be complicated. Our team is here to help you choose the right beans and gear, so you can enjoy barista-quality coffee in your PJs. Simple. Tone: Approachable, Helpful