Brand Tone

Authentic, Passionate, and Calm

Brand Values

• •Quality and Craftsmanship
• •Planet, People, and Quality Before Profit
• •The Power of the "Escape"
• •Community and Connection
• •Transparency

Best Practices

• •Speak from Passion, Not a Pedestal: Share your expertise by telling the story behind the bean—its origin, its notes, its journey. Use descriptive, sensory language. The goal is to share your passion, not to lecture.
• •Embrace the Pause: Use language that promotes slowing down. Phrases like "Take a moment," "Savor the sip," and "Your daily ritual" reinforce the core "escape" value. Avoid urgent, sales-heavy language.
• •Weave in Your "Why": Subtly connect your products back to your core values. A post about a coffee can also be a post about transparency. A picture of the café can also be about community. Remind your audience that there's a purpose behind the pour.
• •Keep it Grounded and Human: Use a confident, calm, and welcoming "we." Your voice should sound like a friendly, knowledgeable barista who is genuinely happy to share their craft with you.
• •Let the Quality Speak for Itself: Your copy should be confident yet understated. Like the minimalist aesthetic of the café, the words should be clean and purposeful, creating space for the quality of the product and the brand's ethos to shine through.

Social Perception

High-Quality Coffee Destination, A "Vibe" and an Experience, Hidden Gem with a Loyal Following, Ethical and Approachable

Copy Examples

• •Meet our latest single origin from Caldas, Colombia. With every sip, discover notes of rich caramel and bright green grape. It’s more than just coffee; it’s a quiet moment, a small journey. Take the time to savor it. Available in-store and online. #EscapeCoffee #SpecialtyCoffee #SlowDown
• •Your daily grind deserves a moment of calm. Tucked away on Liardet Street is your hideaway—a place to pause, breathe, and enjoy coffee crafted with passion. Find your escape with us. #EscapeNewPlymouth #CoffeeSanctuary
• •The Ritual of Escape, Delivered. Enjoy freshly roasted, organic coffee delivered to your door. Start your subscription and never miss a moment. [Shop Subscriptions]
• •The Art of the Pour. What's your go-to brew? Find your quiet corner. We’re here ‘til 2 pm.
• •Subject: Better Coffee, Better Planet. Body: For us, the journey of our coffee is just as important as its taste. That's why we're proud to announce [new initiative, e.g., our new 100% compostable shipping mailers]. It’s another step in our commitment to putting the planet and its people first. Thank you for being part of the journey. [Learn More]