Brand Tone

Passionate & Knowledgeable, Community-Oriented & Welcoming, Approachable & Friendly, Quality-Focused & Curated, Modern & Clean

Brand Values

• •Quality
• •Community
• •Education & Discovery
• •Passion
• •Sustainability & Support for Local Industry
• •Freshness

Best Practices

• •Develop a Brand Voice Guide: Document the key attributes of Gordi's tone (Passionate, Knowledgeable, Community-Oriented, Welcoming, Approachable, Quality-Focused) with examples of "do's and don'ts." This ensures everyone writing for the brand is aligned.
• •Always Emphasize Quality and Freshness: Whether describing beans, drinks, or food, subtly weave in the commitment to high-quality ingredients and fresh preparation.
• •Tell the Story Behind the Coffee: Highlight the origin of the beans, the farmers, and the roasters. This reinforces the values of community, support for local industry, and the journey of the coffee.
• •Educate and Inspire, Don't Intimidate: Share knowledge in an accessible way. Encourage customers to learn and explore, making specialty coffee feel inviting rather than exclusive. Use clear, descriptive language for tasting notes.
• •Foster a Sense of Belonging: Use inclusive language ("our community," "fellow coffee lovers," "welcome to the family"). Encourage interaction on social media and make customers feel like part of the Gordi experience.

Social Perception

Trusted Coffee Authority, Premium Quality Provider, Community Hub, Supportive of Local Coffee Scene, Approachable for Coffee Exploration

Copy Examples

• •Instagram Post (New Coffee Bean Arrival): "Meet your new morning ritual: [Bean Name] from the lush hills of [Origin]. We've carefully roasted these beans to bring out their incredible notes of [Flavor Note 1] and [Flavor Note 2]. Discover the story in every sip and support the amazing farmers behind this brew. Link in bio to explore! #GordiCoffee #SpecialtyCoffee #NewArrival #SupportLocalRoasters #DiscoverYourBrew"
• •Website Banner (Subscription Service): "Journey Through Indonesia's Best Coffee, Delivered to Your Door. Our curators handpick unique beans from passionate local roasters each month. Freshness guaranteed. Adventure awaits. Start your Gordi subscription today! [Button: Subscribe Now]"
• •TikTok Video Caption (Quick Brewing Tip): "Level up your home brew! 💡 Quick tip: Pre-wetting your filter paper makes a HUGE difference. Smoother coffee, guaranteed! What are your go-to brewing hacks? Share below! 👇 #GordiID #CoffeeTips #HomeBrewing #BrewLikeAPro #CoffeeLovers"
• •Email Newsletter (Workshop Announcement): "Hello Coffee Explorer! Ready to deepen your love for coffee? Join our upcoming 'Flavor Perception Workshop' at Gordi HQ on [Date]. We'll journey through different tastes and aromas together, no experience needed – just bring your curiosity! Limited spots available. [Button: Learn More & Register]"
• •Café Signage/Table Talker: "More than just coffee, we're a community. Ask our baristas about today's guest beans or their favorite brew method. We love sharing our passion! Enjoy your cup and welcome to the Gordi family. #GordiHQ #CoffeeCommunity #YourDailyBrew"