Brand Tone

Authentic & Passionate, Knowledgeable & Educational, Minimalist & Refined, Welcoming & Community-Focused, Humble & Sincere

Brand Values

• •Quality & Craftsmanship
• •Authenticity & Cultural Heritage
• •Curation & Storytelling
• •Simplicity & Minimalism
• •Community & Connection
• •Education & Accessibility
• •Sustainability

Best Practices

• •Embrace Storytelling: Every product, from beans to equipment, has a story. Share the origin, the maker's passion, or its cultural significance to connect emotionally with the audience.
• •Prioritize Authenticity and Passion: Let genuine enthusiasm for coffee and Japanese craftsmanship shine through. Avoid overly salesy language; focus on sharing and educating.
• •Use Clear, Evocative, and Respectful Language: Describe flavors, textures, and designs with precision and a touch of poetry. Maintain a respectful tone that honors the artisans and the culture.
• •Maintain Visual and Verbal Minimalism: Ensure copy is concise and complements the clean, uncluttered aesthetic of the brand. Let the quality of the products and the beauty of the imagery speak for themselves.
• •Educate and Empower: Frame content to help customers learn and improve their home brewing. Share tips, guides, and insights into Japanese coffee practices to add value beyond the transaction.

Social Perception

Premium & High-Quality Provider, Cultural Ambassador, Knowledgeable & Passionate, Aesthetically Pleasing, Community Hub, Innovative

Copy Examples

• •Discover the story in every sip. Our latest single-origin from [Farm Name], [Region] offers delicate notes of [flavour 1], [flavour 2], and a whisper of [flavour 3]. Hand-roasted in Kyoto, bringing a world of flavor to your daily ritual.
• •Elegance in simplicity. The [Product Name] dripper, crafted by artisans in [Region of Japan], embodies the Japanese pursuit of functional beauty. Elevate your home brewing to an art form.
• •More than just coffee, it's a way of life. At Kurasu, we cherish the quiet moments, the thoughtful craftsmanship, and the rich culture that coffee embodies. Join us in celebrating the art of Japanese coffee, from Kyoto to your cup.
• •Meet our partners in passion: [Roaster Name]. From their roastery in [City], they share our dedication to quality and the unique stories behind each bean. Experience their exceptional [Specific Coffee] this month through our subscription.
• •Unlock the secrets of the perfect pour. Our Kurasu Ebisugawa store is a space to learn and explore home brewing. Visit us, or find our brewing guides online, and make every cup an experience.