Brand Tone

Professional Authority and Passionate Expertise

Brand Values

• •Quality and Precision
• •Community Engagement
• •Accessibility and Empowerment
• •Heritage and Innovation

Best Practices

• •Lead with Quality and Heritage: Always connect the products back to Hario's Japanese origins, its history as "The King of Glass," and its reputation for meticulous craftsmanship. Use terms like "precision," "craftsmanship," and "Japanese design."
• •Use an Educational and Empowering Voice: Frame the products as tools that empower the user. Explain the *why* behind design features (e.g., "the V60's spiral ribs improve air circulation for an even extraction"). This caters to both beginners and experts.
• •Speak to the Coffee Community: Use language that resonates with coffee lovers ("extraction," "bloom," "dialing in"). Acknowledge the brand's role within the broader coffee culture by highlighting partnerships, community events, and user-generated content.
• •Maintain a Clean, Minimalist Aesthetic: Just as Hario products have a minimalist design, the copy should be clean, direct, and uncluttered. Avoid overly salesy or hyperbolic language. Let the product's quality and functionality be the focus.
• •Bridge Hario Canada and Eight Ounce Coffee: When appropriate (especially on social media and blogs), leverage the strong reputation of Eight Ounce Coffee. Mentioning community involvement, multi-roaster selections, or events hosted by Eight Ounce adds a layer of authenticity and community trust to the Hario Canada brand.

Social Perception

Trusted and legitimate, offering high-quality products and acting as a community pillar in the Canadian specialty coffee scene.

Copy Examples

• •Precision is in our DNA. Born from a century of Japanese glassmaking, the Hario V60 isn't just a brewer—it's a tool for discovery. The 60° angle and spiral ribs give you complete control to unlock the perfect cup, your way. What are you brewing today? #HarioCanada #V60 #PourOver
• •Equip Your Bar with the King of Glass. As Canada's official Hario distributor, we provide cafes and roasters with the complete range of authentic Hario equipment. From the iconic V60 to bulk filters and servers, partner with us for quality that you and your customers can trust. Open a wholesale account.
• •Subject: The Art of the Brew, Refined. | Meet the New Hario [Product Name]. Hi [Name], at Hario, we believe there are no limits to coffee. That's why we're proud to introduce the [New Product Name]—designed with the same precision and minimalist elegance you expect. Explore the next step in your coffee journey.
• •The perfect pour starts with the perfect flow. The Hario Buono Kettle's slender gooseneck spout is engineered for ultimate control and precision. Elevate your morning ritual. (Link in bio to shop kettles).
• •More Than a Brewer: How Hario and Eight Ounce Are Supporting Canada's Coffee Scene. From local latte art throwdowns to sponsoring the next generation of baristas, we're committed to growing the community we love. Find out about our latest event with [Partner Name]...