Brand Tone

Authentic & Passionate, Friendly & Approachable, Knowledgeable & Expert, Community-Focused & Local, Ethical & Transparent, Resilient & Innovative

Brand Values

• •Quality
• •Ethical Sourcing & Fair Trade
• •Freshness
• •Transparency
• •Community
• •Craftsmanship & Passion
• •Resilience & Ingenuity
• •Customer Connection

Best Practices

• •Tell Your Story Authentically: Consistently weave in elements of Frazer's journey, the DIY spirit, and the passion for coffee. Authenticity builds trust.
• •Emphasize \"Proper Coffee\" and What It Means: Clearly define and reiterate what makes your coffee \"proper\" – freshness, quality sourcing, ethical practices, and expert roasting. Use the #propercoffee hashtag consistently.
• •Speak Like a Knowledgeable Friend, Not a Distant Expert: Share expertise in an accessible, enthusiastic, and friendly manner. Avoid overly technical jargon unless explained simply. Make customers feel like they're part of an inclusive coffee community.
• •Highlight Ethical Practices and Farmer Relationships: Regularly communicate your commitment to direct trade, fair prices for farmers, and sustainability. Showcasing the origin and the people behind the coffee reinforces brand values.
• •Celebrate Your Sheffield Roots: Infuse local pride into your copy where appropriate. Connect with the Sheffield community and highlight your role as a local, independent business. This strengthens local loyalty and adds character.

Social Perception

High-Quality Coffee Provider, Ethical and Trustworthy, Knowledgeable and Passionate Owner/Staff, Community-Oriented Local Business, Authentic and Genuine, Excellent Customer Service, Innovative and Resourceful

Copy Examples

• •Headline: From Our Roaster, To Your Mug, The #ProperCoffee Way. Body: It all started with a spark – a love for real coffee and a dream built right here in Sheffield. We still roast every batch with the same passion, sourcing beans directly from farmers we know and trust. Taste the difference dedication makes.
• •Headline: Meet Your Morning Muse: Freshly Roasted in Sheffield. Body: Tired of stale coffee? So were we. That's why we roast your beans the day after you order online. It’s more than just coffee; it’s a commitment to freshness, from our Sheffield heart to your home. What will you brew today?
• •Headline: Know Your Farmer, Know Your Coffee. Body: We travel the world to bring you exceptional beans, building real relationships with the amazing folks who grow them. It means fairer prices for farmers and incredible, traceable coffee for you. Discover the story in every cup.
• •Headline: Sheffield Steel, Coffee Zeal. Body: Our city is built on strength and innovation. We poured that same spirit into Frazer's, even building our first roaster with local steel! We're proud to be your local roaster, bringing #ProperCoffee to our vibrant community.
• •Headline: More Than Just Beans: It's a Brew-tiful Relationship. Body: Got a question about grind size? Curious about our latest single origin? We're here for it! Pop into our Arundel Street café or drop us a line. We love talking coffee as much as we love roasting it.