Tono de Marca

Approachable & Friendly; Enthusiastic & Positive; Assertive & Confident; Playful & Witty

Valores de Marca

• •Sustainability & Environmental Responsibility
• •Ethical Sourcing & Fairness
• •Organic Production
• •Inclusivity & Accessibility
• •Transparency

Mejores Prácticas

• •Lead with Values, Talk Like a Friend: Always start with the core message (Fairtrade, organic, sustainable), but deliver it in a conversational, human tone. Avoid corporate jargon. Use words like "we dig it," "neat," and "folks."
• •Be Enthusiastic and Upbeat: Frame the brand’s mission in a positive light. Focus on the good being done and the great taste of the coffee, rather than dwelling on the negative aspects of the industry you're trying to solve.
• •Keep it Simple and Clear: Your audience is broad. Explain concepts like "Fairtrade" and "Climate Neutral" in simple, direct terms. The website's explanation of Fairtrade is a perfect example: "When it comes to coffee, our friends at Fairtrade ensure farmers get paid fairly for their work".
• •Embrace Playful Language: Use witty phrases, puns, and clever wordplay where appropriate. This makes the brand memorable and reinforces its approachable personality. "A little more jive and a little less jitterbug" is a prime example.
• •Let the Visuals and Copy Work Together: Ensure the copy reflects the vibrant, colourful, and inclusive illustrations on the packaging and social media. The playful visuals give you permission to use equally playful and friendly language.

Percepción Social

Everybird is perceived as the accessible, fun, and ethically-minded sibling of the more established and "serious" Kōkako brand. It is seen as a high-quality product that doesn’t require consumers to be coffee connoisseurs to enjoy it. The brand successfully bridges the gap between specialty coffee and the everyday grocery shopper by making its strong ethical commitments (Fairtrade, organic, climate neutral) a key, but approachable, part of its identity. It is recognized for its innovative and sustainable packaging, which is a significant part of its appeal to conscious consumers.

Ejemplos de Copy

• •Your morning coffee should do more than just wake you up. It should feel good, too. Every bag of Everybird is packed with Fairtrade, organic beans and wrapped in a 100% home-compostable bag. Good for you, great for the planet. Neat, huh? ☀️ #Everybird #FairtradeCoffee #SustainableSipping
• •Specialty Coffee for Everyone. Fresh Beans, Fair Means.
• •All the flavour, none of the funny business.
• •Tired of choosing between great taste and a clear conscience? With Everybird, you don't have to. We bring you specialty-grade, organic coffee that’s fair to farmers and kind to the earth. Find our Everyday & Half-Caf blends in your local supermarket coffee aisle and make your daily brew a force for good. 👇
• •Want that 3 PM coffee without climbing the walls at 10 PM? Meet our Half-Caf. All the bold, chocolatey flavour of our Everyday blend, with just half the caffeine. It’s the perfect little pick-me-up, with a little less jitterbug. Made with a chemical-free Swiss Water® process, because we don’t do yucky stuff.