Brand Tone

Passionate & Enthusiastic, Expert & Quality-Focused, Friendly & Welcoming, Authentic & Down-to-Earth, Slightly Playful/Bold

Brand Values

• •Quality & Excellence
• •Commitment & Passion
• •Authenticity
• •Respect for Origin
• •Community
• •Freshness

Best Practices

• •Embrace the Origin Story: Continuously weave elements of the founder's passion, the Kiwi influence, and the commitment to the cause into your storytelling. This authentic narrative is a strong differentiator.
• •Balance Expertise with Enthusiasm: Share your deep knowledge of coffee (sourcing, roasting, brewing) in an accessible and exciting way. Avoid overly technical jargon unless explaining it clearly. Let the passion shine through.
• •Be Genuinely Welcoming: Ensure all communications, from social media replies to in-store signage, reflect the friendly, slice of antipodean pie hospitality. Use inclusive language.
• •Maintain a Confident (Slightly Cheeky) Edge: Don't be afraid to inject a bit of the playful boldness seen in phrases like murdering the milk. This adds personality and memorability, as long as it remains good-natured.
• •Show, Don't Just Tell, Quality: Use high-quality visuals that match the premium nature of the coffee. Let customer testimonials and positive reviews do some of the talking, reinforcing the message of excellence and positive perception.

Social Perception

High-Quality Coffee Destination, Authentic Experience, Trendy & Popular Spot, Great for Work & Relaxation, Knowledgeable & Passionate Staff

Copy Examples

• •Instagram Post (Image: Latte art): More than just a coffee. It's a commitment to excellence, a nod to our Kiwi roots, and a whole lotta love brewed right here in Medellín. Come taste the difference passion makes. #HijaMiaCoffee #MedellinCoffee #SpecialtyCoffee #FlatWhiteProper
• •Facebook Ad (Targeting locals and tourists): Tired of mediocre coffee? We were too. That's why Hija Mía was born – to bring you expertly roasted, small-batch Colombian beans with a Kiwi twist. Discover your new favorite brew in Manila, El Poblado. #CoffeeExcellence #MedellinCafe #AntipodeanVibes
• •Website Banner (Homepage): Hija Mía: Seriously Good Coffee. From a Kiwi caffeine addict's dream to Medellín's go-to for a perfect flat white and exceptional Colombian beans. This is coffee with a cause. This is Hija Mía.
• •Product Description (for a coffee bean bag): Our Rebelde Blend isn't just a name, it's our daily commitment. Sourced from dedicated Colombian farmers in Huila, roasted fresh in small batches by us in Medellín. Expect [Tasting Notes]. Brew it bold, just like the spirit it’s named after. #SmallBatchGoodness #ColombianCoffee #HijaMiaRoasters
• •In-Café Sign: We threw in our day jobs and crossed the globe for this. The least you could do is enjoy the coffee. (We know you will.) Welcome to Hija Mía – your little slice of coffee paradise.