Brand Tone

Passionate, Artisanal, Knowledgeable, Welcoming, Ethical, Approachable yet Refined

Brand Values

• •Quality
• •Freshness
• •Craftsmanship
• •Sustainability & Ethical Sourcing
• •Passion
• •Education & Transparency
• •Community
• •Customer Experience

Best Practices

• •Emphasize Storytelling: Continuously share the stories behind the beans, the farmers, the roasting process, and the company's heritage. This reinforces passion, ethics, and craftsmanship.
• •Educate and Share Expertise: Regularly provide valuable content (blog posts, brewing guides, social media tips) that showcases knowledge without being condescending. This builds trust and positions FARO as a go-to expert.
• •Highlight Ethical Commitments: Consistently integrate messaging about Fairtrade, sustainability, and community support across all platforms. This reinforces core values and resonates with conscious consumers.
• •Maintain a Warm and Inclusive Voice: Whether online or in-café descriptions, use language that is welcoming to all coffee drinkers, from beginners to experts. Foster a sense of community in communications.
• •Ensure Visual Consistency: Use high-quality, authentic imagery and videography that reflects the artisanal nature of the coffee, the inviting atmosphere of the cafés, and the passion of the team. This visually supports the desired brand perception.

Social Perception

Positive, Respected, Authentic, Community Hubs, Reliable Online

Copy Examples

• •Headline: From Our Hands to Yours: The Art of Perfect Coffee. Body: Since 1982, FARO has been more than just a roaster; we're artisans driven by a passion for the perfect cup. We meticulously source ethical beans and roast them in small batches daily, unlocking a world of flavor just for you. Discover your new favorite ritual. Call to Action: Explore Our Coffees.
• •Headline: Taste the Story in Every Sip. Body: Each FARO coffee carries a unique tale – of dedicated farmers, sustainable practices, and our commitment to quality from bean to brew. Join us on a journey of discovery and experience coffee that does more than awaken your senses; it warms your soul. Call to Action: Learn About Our Producers.
• •Headline: Your Daily Dose of Craftsmanship. Body: Elevate your coffee moment with FARO. Our expert roasters pour their knowledge and passion into every batch, ensuring unparalleled freshness and a taste that speaks volumes. Whether you're an aficionado or new to specialty coffee, we're here to guide your experience. Call to Action: Find Your Perfect Brew.
• •Headline: More Than Coffee. It's a Connection. Body: At FARO, we believe in the power of coffee to bring people together. From our welcoming cafés to our ethically sourced beans that support farming communities, every cup fosters connection. Taste the care in our Fairtrade and organic selections. Call to Action: Visit a FARO Café Near You.
• •Headline: Brew a Better World, One Cup at a Time. Body: With over 20 years of Fairtrade partnership, choosing FARO means you're supporting a greener, fairer, and more respectful coffee journey for everyone. Indulge in exceptional taste that aligns with your values. Call to Action: Shop Our Responsible Line.