Brand Tone

Authentic & Passionate, Family-Oriented & Welcoming, Informative & Educational, Proudly Australian & Local, Down-to-Earth & Rustic

Brand Values

• •Quality
• •Heritage & Tradition
• •Sustainability & Environmental Responsibility
• •Authenticity & Transparency
• •Community & Local Support
• •Innovation
• •Customer Experience

Best Practices

• •Emphasize Heritage and Storytelling: Consistently weave in elements of the Jaques family history, their pioneering spirit, and the 40+ years of coffee cultivation. This reinforces authenticity and tradition.
• •Highlight "Australian Grown" and Local Connection: Always stress that the coffee is 100% Australian grown on their Mareeba plantation. Mention the use of local produce in the café or support for the local community when relevant.
• •Showcase the "Bean to Cup" Journey: Detail the process from the tree to the final product. This educates the consumer and underscores the brand's commitment to quality and transparency.
• •Maintain a Warm, Welcoming, and Passionate Voice: Write as if you're sharing your love for coffee with a friend. Use inviting language, express enthusiasm for the product and the process, and reflect the family-owned nature of the business.
• •Integrate Sustainability Messaging Naturally: Talk about solar power, eco-friendly BioCaps, and sustainable farming practices as integral parts of the Jaques Coffee identity, rather than just add-ons. This demonstrates a genuine commitment.

Social Perception

Positive Reputation, Agri-Tourism Destination, High-Quality Local Product, Family Legacy, Slight Skepticism (Minority View)

Copy Examples

• •Headline: From Our Rich Soil to Your Morning Ritual. Body: For over 40 years and across three generations, the Jaques family has poured passion into every coffee cherry. Grown right here on our Mareeba plantation, our single-origin Arabica beans tell a story of Australian pioneering spirit and a deep love for the land. Taste the heritage in every cup.
• •Headline: Sunshine, Soil, and a Sustainable Sip. Body: At Jaques Australian Coffee, we believe great coffee shouldn't cost the Earth. Our 85,000 coffee trees thrive under the Queensland sun, nurtured by sustainable farming practices and powered by our own solar energy. Enjoy a truly Australian brew that’s as kind to the planet as it is to your palate.
• •Headline: More Than Coffee, It's a Family Tradition. Body: Welcome to Jaques Coffee Plantation – where every bean is family-grown and every visitor is treated like one of our own. Explore our historic estate, see the journey from tree to cup, and taste the dedication that has defined us since the 1970s.
• •Headline: The True Taste of Australian Terroir. Body: Discover the unique flavour profile of Jaques Australian Coffee, cultivated in the rich volcanic soil of Mareeba. Our meticulous single-origin process, from hand-blending green beans to our signature double roast, ensures a cup that's smooth, vibrant, and unmistakably Australian.
• •Headline: Pioneer Your Perfect Brew. Body: Inspired by our family's legacy of innovation – from designing the world's first mechanical coffee harvester to perfecting our roasting techniques – we invite you to explore the art of coffee. Whether you're a seasoned connoisseur or new to the journey, Jaques offers the beans and the story to elevate your coffee experience.