Brand Tone

Fun, Approachable, and Playful, aiming to make specialty coffee accessible and not too serious.

Brand Values

• •Community
• •Accessibility & Fun
• •Quality & Sustainability
• •Creativity & Passion

Best Practices

• •Be Playful, Not Pretentious: Always use language that is fun, engaging, and easy to understand. Avoid overly technical coffee jargon in customer-facing copy. The goal is to invite people into the world of specialty coffee, not intimidate them.
• •Keep it "Really" Simple: Embrace the "REALLY REALLY REALLY GOOD COFFEE" mantra. This repetitive, slightly quirky phrase is memorable and encapsulates the brand's blend of quality and light-heartedness. Use it consistently where appropriate.
• •Champion the Community: Regularly feature user-generated content, highlight collaborations with other local businesses, and talk about community events like the run club. This reinforces the brand's identity as a community hub.
• •Let Cuppy Do the Talking: Utilize the brand's mascot, "Cuppy," in visual communications. This character embodies the "cheeky but reliable" personality of the brand and can be used to add a touch of humor and visual consistency to posts and packaging.
• •Be Consistently Enthusiastic: Whether writing about a new coffee, an event, or just a Tuesday, maintain a high-energy, positive, and enthusiastic tone. This reflects the passion behind the brand and makes interactions feel more vibrant and personal.

Social Perception

Hard Lines is perceived very positively as a 'neighbourhood gem' providing high-quality coffee with fun, smiley-faced branding. Customers appreciate the excellent service, community involvement, and the brand's role as an exciting part of Cardiff's independent business scene.

Copy Examples

• •Say hello to your new morning squeeze! 🍊 This zesty new single-origin from Guatemala is bursting with citrus notes that'll wake you up better than your alarm clock. Seriously. Don't hit snooze, just brew. Available now online and in-store. #HardLinesCoffee #ReallyReallyReallyGoodCoffee #NewBrew
• •Bad days happen. Good coffee helps. We make really, really, really good coffee. Let's make your day better.
• •🚨 Fresh Drop Alert! + Free Shipping? Yes Please.
• •Meet the life of the party! Our House Party blend is your go-to for a good time, every time. It’s rich, smooth, and reliable—perfect for kickstarting your morning or powering you through that 3 PM slump. No frills, no fuss, just really, really, really good coffee that plays well with milk or stands strong on its own. Your coffee machine will thank you.
• •That first sip feeling is undefeated. 💪 #Coffee #HardLines #Cardiff #GoodMorning