Brand Tone

Artisanal and Passionate, characterized by an expert, educational, purist, quality-focused, approachable, and welcoming voice.

Brand Values

• •Uncompromising Quality
• •Transparency and Traceability
• •Ethical Sourcing and Sustainability
• •Community and Connection
• •Craftsmanship

Best Practices

• •Lead with Quality and Craft: Always use descriptive, sensory language that highlights the premium nature of the coffee. Words like "meticulous," "artisanal," "slow-roasted," "single-origin," and "aromatic" should be staples.
• •Tell the Story of Origin: Whenever possible, connect the product to its roots. Mention the country, the farmer, or the cooperative. This reinforces the values of transparency and ethical sourcing.
• •Educate, Don't Intimidate: Share knowledge about brewing methods, flavor profiles, and roasting techniques in an accessible way. Frame it as sharing a passion, not as a technical lecture, to keep the tone approachable.
• •Emphasize Community and Connection: Use language that brings people together. Talk about sharing a coffee with friends, the café as a meeting place, or the global community of farmers and drinkers.
• •Maintain Visual and Textual Harmony: Ensure that the clean, modern, and purist aesthetic of the café is reflected in the copy. The language should be as clean, intentional, and high-quality as the design and the coffee itself.

Social Perception

Overwhelmingly positive, perceived as a high-quality product provider, offering a positive café experience, and serving as a valued local institution in Kiel's culinary scene.

Copy Examples

• •Ethiopia Yirgacheffe: A Sun-Kissed Journey in Every Sip. Discover the vibrant soul of Ethiopian coffee. Gently roasted in small batches right here in our Kiel roastery, this single-origin bean unfolds with bright notes of citrus, delicate floral undertones, and a clean, tea-like finish. We sourced these beans directly to ensure fairness and quality reach from the farm to your cup. Perfect for your morning pour-over or Chemex ritual.
• •It’s more than just a morning routine; it’s a craft. Every coffee we serve is a story of its origin, a testament to our slow-roasting process, and a moment of connection. What’s in your cup today? #impulskaffee #Kiel #SpecialtyCoffee #CoffeeCraft #BaristaLife
• •From Bean to Brew, With Passion. We started impuls Kaffeemanufaktur with a simple mission: to honor the incredible journey of the coffee bean. For us, that means sourcing ethically, roasting meticulously to reveal each bean’s unique character, and serving a cup that does justice to the farmers' hard work. It's coffee without compromise.
• •Taste the Difference: Meet Our New Award-Winning Espresso. This isn't just coffee. Our new 'Golden Flakes' espresso just won gold, and every bag sold helps support the Coffee Kids Camp project. Taste excellence, create impact.
• •Your Coffee is Brewing... Slowly. We take our time roasting to unlock up to 800 distinct flavor notes in every bean. This gentle process makes our coffee exceptionally aromatic and smooth. Thank you for your patience—it's worth the wait.