Brand Tone

Approachable, passionate, educational, friendly, welcoming, authentic, and relatable.

Brand Values

• •Accessibility
• •Community
• •Passion and Craftsmanship
• •Authenticity and Storytelling
• •Curiosity and Exploration

Best Practices

• •Lead with Passion and Authenticity: Always let your genuine love for coffee shine through. Share personal stories and the 'why' behind your brand to build a stronger connection with your audience.
• •Be Educational, Not Pretentious: Position yourself as a friendly guide in the world of specialty coffee. Offer tips, explain concepts simply, and empower your customers to learn and experiment.
• •Emphasize Community: Use inclusive language ('we,' 'us,' 'together') and ask open-ended questions to foster a sense of belonging and encourage interaction.
• •Maintain a Consistent 'Cozy' and 'Aesthetic' Vibe: Your written content should match the warm, inviting, and visually pleasing atmosphere of your cafe and social media visuals. Use descriptive and evocative language to paint a picture for your audience.
• •Tell the Story Behind the Beans: Don't just sell coffee; sell the experience and the origin. Highlight the farmers, the regions, and the unique characteristics of each bean to add value and differentiate your brand.

Social Perception

Charming, authentic, high-quality, and aesthetically pleasing small business, emphasizing community and personal connection. Perceived as a cozy haven for coffee lovers, with the founder's passion and dedication highly appreciated.

Copy Examples

• •Meet our latest obsession: the Ethiopia Buufata Konga. With notes of jasmine and peach, this coffee is like a little cup of sunshine. We're here to make specialty coffee easy and enjoyable for everyone, so don't hesitate to ask us for brewing tips! #FasanCoffee #SpecialtyCoffee #CoffeeLovers #NYCCoffee
• •The secret to a great day? It might just be in these beans. We love the ritual of the pour-over, and we want to share that passion with you. What's your favorite way to brew? #CoffeeRoutine #PourOver #MorningRitual #FasanCoffee
• •Fasan Coffee began with a simple idea: that great coffee should be for everyone. Inspired by the curious and relaxed spirit of a cat basking in the sun, we invite you to explore the world of specialty coffee with us, one cup at a time. No pretense, just passion.
• •Ready for a coffee adventure? Our new subscription box is here to guide you through the world's best coffee regions, with stories and brewing guides in every delivery. Let's explore together. #FasanCoffee #CoffeeSubscription #BrewingJourney
• •What was the cup of coffee that made you fall in love with the brew? We love hearing your stories! Share them in the comments below. #CoffeeCommunity #FasanCoffee #ShareYourStory