Brand Tone

Friendly and Inviting, Aspirational yet Accessible, Community-Focused, Passionate (about coffee), Quality-Conscious

Brand Values

• •Quality: Commitment to excellence and innovation, sourcing the best quality beans, and ensuring the highest quality coffee. This is reflected on the Romanian website's emphasis on Arabica beans.
• •Partnership & Trust: Partnerships based on integrity and trust.
• •Joy & Passion: A culture of joy and passion. The Romanian website states, At Gloria Jean's Coffees coffee is our passion.
• •People & Community: Belief in people, building & changing lives, making customers feel at home, and fostering human connection. The aim is to be the most loved & respected coffee company worldwide.
• •Personalized Service: Providing outstanding and personalised service in a vibrant store atmosphere.
• •Sustainability: Commitment to sourcing from suppliers who care for workers and the environment, promoting sustainable farming.

Best Practices

• •Always Emphasize Quality and Passion: Every piece of copy should subtly or overtly remind customers of the commitment to high-quality beans and the passion behind crafting each beverage. Use words like "premium," "finest Arabica," "crafted with care," "passion for coffee."
• •Maintain a Friendly and Welcoming Voice: Use warm, inviting language. Address the audience directly (e.g., "your favorite," "we're here for you"). Employ positive emojis where appropriate for the platform (especially social media).
• •Highlight the Experience, Not Just the Product: Sell the feeling of comfort, connection, a treat, or a moment of escape that Gloria Jean's offers. Focus on "glorious moments," "your happy place," or a "memorable experience."
• •Be Consistent Across Platforms, Adapt to Nuances: While the core tone remains, adjust the style slightly for different channels. Instagram can be more visual and use trendier hashtags, while website copy might be slightly more detailed about product origins and quality. Facebook can balance promotions with community engagement questions.
• •Incorporate Romanian Context (Subtly): While the brand is global, acknowledging local preferences or referencing locations (e.g., "BucharestCoffee") when appropriate can make the brand feel more connected to the Romanian audience. Ensure all translations and localizations maintain the intended friendly and quality-focused tone.

Social Perception

Premium Coffee Destination, Comfortable Ambiance, Varying Service Quality, Price Point, Good for a Treat/Relaxation, Brand Recognition

Copy Examples

• •Headline: Your Daily Dose of Delicious. Body: Start your morning right or find your afternoon escape with Gloria Jean's. From rich espresso to creamy lattes, every cup is crafted with passion and the finest Arabica beans. What glorious moment will we create for you today? #GloriaJeansRomania #CoffeePassion #QualityFirst (Visual: Close-up of a perfectly made latte with art)
• •Headline: More Than Coffee, It's a Connection. Body: Catch up with friends, dive into a good book, or simply enjoy a quiet moment. Our doors are open, and the aroma of freshly brewed coffee is waiting. Find your favorite spot at Gloria Jean's. #GloriaJeansCommunity #YourHappyPlace #BucharestCoffee (Visual: Friends chatting and laughing in a cozy corner of a Gloria Jean's cafe)
• •Headline: Taste the World, One Sip at a Time. Body: Explore our exclusive single-origin beans or indulge in a signature flavored coffee like our famous Irish Nut Crème. Quality you can taste, from bean to glorious cup. Discover your new favorite at gloriajeans.ro or in our stores! #GloriaJeansFlavors #PremiumCoffee #TreatYourself (Visual: A vibrant flat lay of different coffee bags and a steaming mug)
• •Headline: Loyalty Has Its Perks! ✨ Body: Join our GJC Rewards family and turn your coffee moments into more! Earn points with every purchase and enjoy exclusive treats. Because we love making your day a little more glorious. Sign up via our app or at gloriajeans.ro! #GJCRewards #CoffeeLover #ExclusiveDeals (Visual: Graphic showcasing the loyalty card/app and a free coffee icon)
• •Headline: Weekend Vibes Brewed Here. Body: Unwind and recharge with the perfect coffee companion. Whether it's a classic Americano or a decadent Chiller, we've got your weekend cravings covered. Tag who you're sharing your #GloriaJeansMoment with! (Visual: A lifestyle shot of someone relaxing with a Gloria Jean's coffee and a pastry on a weekend)