Brand Tone

Passionate & Enthusiastic, Knowledgeable & Expert, Approachable & Friendly, Quality-Focused & Discerning, Ethical & Transparent (implied)

Brand Values

• •Quality
• •Freshness
• •Craftsmanship
• •Ethical Sourcing
• •Customer Satisfaction
• •Passion for Coffee

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Passionate, Knowledgeable, Approachable, Quality-Focused) with examples of "do's and don'ts" for language, specific words to use or avoid, and sentence structure. This ensures anyone writing copy is aligned.
• •Always Prioritize Quality and Freshness in Messaging: These are core differentiators. Ensure that copy consistently reinforces the benefits of freshly roasted, high-quality beans. Use descriptive language that evokes rich flavors and aromas.
• •Be Enthusiastic and Share Your Passion: Let the genuine love for coffee shine through. Use positive and engaging language. Ask questions, invite interaction, and share the stories behind the beans or the roasting process.
• •Educate, Don't Preach: Share knowledge about coffee in an accessible way. Offer brewing tips, explain flavour notes, or discuss origins without making it feel exclusive or overly technical for newcomers. The goal is to enhance their appreciation, not intimidate.
• •Maintain Visual and Textual Harmony: Ensure that the tone of the copy aligns with the visual branding on the website and social media. High-quality, appealing images should be complemented by copy that reflects the same level of care and professionalism, while still being friendly and passionate.

Social Perception

High-Quality Roaster, Award-Winning, Trustworthy & Reliable, Artisanal & Specialty, Engaging & Community-Oriented (online)

Copy Examples

• •Headline (Website/Social Media): "Taste the Difference Freshness Makes. Dusty Ape: Artisan Roasted Coffee, Delivered to Your Door."
• •Product Description Snippet (for a single-origin coffee): "Discover the vibrant heart of [Origin Country] in every cup. Our [Coffee Name] beans are meticulously roasted to unlock notes of [flavour note 1], [flavour note 2], and a hint of [flavour note 3]. Ethically sourced, passionately roasted. Your extraordinary coffee moment awaits."
• •Social Media Post (Instagram/Facebook): "Weekend vibes powered by the perfect brew! ☕️✨ What Dusty Ape coffee is in your cup today? Share your setup and tag us! #DustyApeCoffee #FreshRoast #SpecialtyCoffee #CoffeeLover"
• •Email Subject Line (Promotion): "Don't Miss Out! Award-Winning Flavour, Freshly Roasted For You."
• •About Us Snippet: "At Dusty Ape, coffee isn't just a drink; it's an obsession. From sourcing the finest ethical beans to our meticulous small-batch roasting, we pour our passion into every bag. Join us on a journey of flavour and discover your perfect cup."