Brand Tone

Modern & Stylish, Friendly & Engaging, Ethical & Conscious, Confident & Ambitious, Informative & Passionate

Brand Values

• •Sustainability
• •Quality
• •Customer Experience
• •Innovation
• •Community
• •Accessibility & Inclusivity

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone (e.g., Friendly, Modern, Conscious), vocabulary (words to use/avoid), and style. Share this with everyone creating content.
• •Be Authentic & Human: Let the passion for quality coffee and sustainability shine through. Avoid overly corporate jargon. Connect with the audience on a personal level.
• •Adapt to the Platform, Maintain Core Voice: While the expression might vary slightly (e.g., more playful on TikTok, more informative on the website blog), the fundamental brand personality should remain consistent across all channels.
• •Focus on Storytelling: Share the 'why' behind Grind – the journey from a Shoreditch cafe, the commitment to sustainability, the stories of coffee growers. This builds an emotional connection.
• •Engage & Listen: Actively interact with the audience on social media, respond to comments and DMs in the brand's voice, and pay attention to customer feedback to refine messaging while staying true to core values.

Social Perception

Positive, Sustainable Leader, Trendy & London-Centric, Reliable & Convenient, Valued for Aesthetics

Copy Examples

• •Start your day the Grind way. Seriously good coffee, seriously good for the planet. Our home-compostable pods mean your caffeine hit doesn't have to hit the earth. #GrindCoffee #SustainableSipping
• •London's calling, and it's asking for better coffee. From Shoreditch to your kitchen, experience the taste of Grind. Ethically sourced, perfectly roasted, and always in our iconic pink. #BetterCoffee #GrindAtHome
• •Tired of bad coffee and wasteful pods? So were we. That's why we created home-compostable coffee pods packed with flavour, not plastic. Make the switch to Grind and taste the difference. #EthicalCoffee #CompostablePods
• •Fuel your hustle with coffee that cares. Our B Corp certified brews are all about great taste and a greater impact. Join the Grind. #GrindLondon #BCorp #CoffeeWithConscience
• •Pink tins, powerful flavour. Grind delivers the ultimate at-home coffee experience, from bean to pod to perfectly brewed cup. Subscribe today and let us handle the Grind. #SpecialtyCoffee #CoffeeSubscription