Brand Tone

Passionate & Dedicated, Artisanal & Craft-Focused, Aspirational & Ambitious, Minimalist & Refined, Sincere & Authentic, Educational

Brand Values

• •Uncompromising Quality
• •Continuous Growth & Evolution
• •Legacy & Longevity
• •Passion & Purpose
• •Extraordinary Experiences
• •Integrity
• •Community & Global Reach
• •Mindfulness & Respect
• •Holistic Vision

Best Practices

• •Anchor in Authenticity: Consistently share Yasuo Ishii's unique journey and genuine passion for coffee. This story of transformation and dedication is a powerful differentiator and resonates with sincerity.
• •Emphasize Craftsmanship and Quality: Always highlight the meticulous attention to detail, from bean sourcing and the unique vintage roasting equipment to the pursuit of a 'clean' and 'balanced' flavor profile. Use sensory language that conveys sophistication.
• •Communicate the Vision: Regularly reinforce the aspirational goals ('From town roastery, to the world,' '100-year brand') and the meaning behind 'LEAVES' (growth, renewal, learning). This showcases ambition and a forward-thinking mindset.
• •Maintain a Refined and Passionate Voice: The language should be enthusiastic yet sophisticated. Avoid overly casual or generic marketing speak. Convey expertise and a deep love for the coffee craft in every communication.
• •Ensure Visual Harmony: All visual elements (photography, videography, design) should consistently reflect the brand's minimalist, clean, and aesthetically conscious style, complementing the quality and refinement of the coffee experience.

Social Perception

Purveyor of High-Quality Specialty Coffee, Driven by a Passionate Founder, Destination for Coffee Aficionados, Innovative and Modern, Respected Industry Player, Minimalist and Stylish

Copy Examples

• •Headline: Crafted in Tokyo. Savored by the World. Body: At Leaves Coffee, we chase perfection in every roast. Born from a boxer's spirit and a roaster's dedication, our coffee is a journey of flavor, balance, and the pursuit of an extraordinary moment. Discover the taste of passion. #LeavesCoffeeRoasters #TokyoCoffee #ArtisanRoast
• •Headline: The 'LEAVES' Philosophy: Grow, Evolve, Inspire. Body: Like leaves nourishing new life, we believe in constant growth and the art of transformation. From a single bean to a global vision, experience coffee that’s crafted with a century of dreams in mind. #LeavesCoffee #SpecialtyCoffee #CraftedForYou
• •Headline: More Than a Cup. It's a Clean Conscience, a Clear Taste. Body: We meticulously roast to unveil the pure essence of coffee – a clean, vibrant balance of acidity and sweetness. Our commitment to quality is a promise of an unparalleled experience, rooted in passion and precision. #CleanCoffee #BalancedBrew #YasuoIshii
• •Headline: From Grit to Grind: The Spirit of Leaves Coffee. Body: Our founder, Yasuo Ishii, brought a champion's focus from the boxing ring to the roastery. That same relentless drive fuels every batch, every cup. Taste the dedication. Feel the journey. #LeavesLegacy #PassionDriven #WorldClassCoffee
• •Headline: Your Daily Ritual, Elevated to an Extraordinary Experience. Body: Leaves Coffee Roasters is dedicated to transforming the everyday into something special. With each carefully selected bean and artful roast on our vintage Probat, we invite you to a world of nuanced flavors and pure coffee enjoyment. #ExtraordinaryCoffee #ProbatRoast #TokyoRoastery