Brand Tone

Sincere, passionate, narrative-driven, personal, and evocative, aiming to create an emotional connection with the consumer. It avoids corporate jargon in favor of storytelling and sensory descriptions, cultivating a tone that is both warm and respectful of the coffee's origin and the customer's experience.

Brand Values

• •Quality and Excellence
• •Integrity and Fair Trade
• •Respect for Origin and Heritage
• •Community
• •Sustainability
• •The Sensory Experience

Best Practices

• •Lead with the 'Why': Always start with the story and the purpose behind the coffee. Whether it's the founder's memories or the commitment to a farmer, the narrative should be at the forefront. This reinforces the sincere and passionate tone.
• •Use Sensory and Evocative Language: Instead of simply listing flavor notes, describe the experience. Use words that appeal to smell, taste, and emotion to transport the customer and highlight the "beauty" in the cup.
• •Emphasize Values in Every Communication: Consistently mention keywords like "integrity," "quality," "fair trade," and "community" across all platforms. This builds trust and reinforces the brand's ethical stance.
• •Maintain a Personal and Human Voice: Write as if you are sharing a personal passion, not selling a product. Use "we" and "our" to create a sense of a small, dedicated team. Share behind-the-scenes content and personal stories to further humanize the brand.
• •Educate and Inspire: Position the brand as a guide to a better coffee experience. Share brewing tips, information about coffee origins, and the stories of the people who grow the beans. This empowers the consumer and deepens their appreciation for the product and the brand.

Social Perception

The public perceives LAHEEY COFFEE ROASTERS as a premium, artisanal coffee provider with a conscience. Customers are drawn to its authentic story and commitment to ethical and sustainable practices, viewing the brand as trustworthy and passionate. Its focus on high-quality, organic beans appeals to discerning coffee drinkers, and the brand's narrative, especially its connection to Ethiopian coffee culture, is a significant and positively received differentiator.

Copy Examples

• •Every bean tells a story. Ours begins in the highlands of Ethiopia, the birthplace of coffee. 'Laheey' means beauty, and we've captured it in this cup. Discover the floral notes and vibrant aroma that connect you to a rich heritage. This isn't just coffee; it's a beautiful story waiting to be savored.
• •From our hands to yours, a promise of integrity. We partner directly with farmers to ensure every cup of Laheey Coffee is not only exceptional in taste but also fair in trade. Sip with the knowledge that you are supporting a sustainable and equitable coffee journey.
• •Tired of coffee that's just a caffeine kick? Rediscover the ritual. Laheey Coffee is a multi-sensory experience, a moment of beauty in your day. Our specialty roasted beans are so smooth and flavorful, you'll want to enjoy them black. Taste the difference that passion and quality make.
• •For our founder, the scent of roasting coffee is the scent of home. It's a memory of family, a symbol of community, and the inspiration behind Laheey. We invite you to be part of our story and create your own beautiful coffee moments. [Link to 'Our Story' page]
• •The Laheey Signature Blend: A harmonious marriage of beans from across the globe, each roasted to perfection to create a cup that is both bold and balanced. Expect notes of rich cocoa and a hint of cedar, with a smooth finish that lingers. It's our way of sharing the beauty of coffee with you, one exceptional sip at a time.