Brand Tone

Passionate, expert, and aspirational.

Brand Values

• •Quality and Craftsmanship
• •Transparency and Ethics
• •Education
• •Experience-Driven

Best Practices

• •Lead with Origin and Process: Always start with the story of the bean. The country, the farm, the altitude, and the processing method are your strongest differentiators. This reinforces your values of transparency and quality.
• •Use Detailed, Sensory Flavor Notes: Move beyond simple descriptions. Instead of "fruity," specify "notes of stone fruit, bergamot, and a floral finish." This appeals to the connoisseur and educates the aspiring enthusiast, aligning with your expert tone.
• •Maintain an Educational Voice: Frame your content as a way to share knowledge. Write blog posts or social captions that explain topics like "What is Anaerobic Natural processing?" or "How to brew a V60." This builds trust and positions you as an authority.
• •Emphasize the "Craft": Consistently use language that relates to skill and dedication. Words like "artisanal," "meticulous," "masterfully roasted," and "craftsmanship" reinforce your brand's core identity.
• •Keep it Clean and Aspirational: Your language should mirror your website's minimalist design. It should be sophisticated, direct, and inspiring. Focus on how your coffee can elevate a daily moment into a meaningful experience.

Social Perception

A premium, connoisseur-focused online retailer for those already in or looking to enter the specialty coffee world, serious about high-grade coffee beans for home brewing.

Copy Examples

• •From the farm to your cup, a story of passion. Discover coffee that tells a story of its origin. Masterfully roasted for a unique experience.
• •Experience the elegance of Geisha. From the Monteblanco estate in Colombia, this washed Geisha is a testament to meticulous cultivation. In the cup, you'll discover a delicate floral bouquet, notes of bright citrus, and a tea-like body. A truly exceptional coffee, for a truly exceptional moment.
• •We believe coffee is a craft. Inspired by the vibrant coffee culture of Melbourne, we returned with a single purpose: to honor the journey of every bean. We pursue ethical, sustainable, and transparent sourcing to bring you a product that is as honest as it is delicious.
• •Just Arrived: A Rare Anaerobic Natural from Rwanda
• •Coffee is a fruit with incredible potential. Our new Ethiopia Rumudamo Washed unlocks notes of jasmine and peach. We roast it carefully to honor its origin and bring you a cup that redefines your morning ritual. #GoodCoffee #SpecialtyCoffee #TurkishRoasters #CoffeeCraft