Brand Tone

Friendly, Passionate, and Community-Centric

Brand Values

• •Community
• •Quality & Craftsmanship
• •Passion
• •Inclusivity & Hospitality
• •Authenticity

Best Practices

• •Speak Like a Friend: Use warm, conversational language. Avoid overly corporate or technical jargon. Phrases like "say hey," "we're stoked," and "our mates" reinforce the friendly, community feel.
• •Tell Your Story: Continuously weave in elements of the brand's story—the founders, Chinny the roaster, 'Rhonda' the machine, and the Wangaratta origin. This builds a stronger emotional connection than just talking about the product.
• •Champion Your Community: Regularly feature user-generated content, highlight local events, and mention customer interactions. This validates the brand's claim of being community-focused and makes the audience feel seen and appreciated.
• •Lead with Passion, Follow with Quality: Start with the "why"—the love for coffee and community—before detailing the "what," such as tasting notes or brewing methods. This ensures the message connects on an emotional level first.
• •Be Confidently Humble: Be proud of being "Wangaratta's OG coffee roasters" while also being open about the journey and the learning process. This creates a tone that is both authoritative in its craft and endearingly authentic.

Social Perception

The public perceives Madem Espresso as a beloved local institution. They are seen as pioneers who brought a dedicated coffee roastery to Wangaratta. Customers view them as a reliable source of excellent coffee, delicious food, and exceptional service. The recurring praise for the friendly staff and welcoming environment indicates that the brand's intended values of community and hospitality are being successfully communicated and experienced by their patrons. They are a "must-visit" destination for locals and travelers alike.

Copy Examples

• •Say hey to Fortune Teller, our new seasonal filter blend! We're getting notes of juicy stone fruit and a hint of brown sugar sweetness. It’s like a warm hug for your taste buds. Perfect for those crisp mornings when you need a little extra magic. Available in-store and online now. Let us know what you think!
• •The OG. The one that started it all. Our West End Blend was crafted for our community, by our community. Smooth, versatile, and loved by locals. This is more than just coffee—it's our homage to Wangaratta. Taste the heart of our town.
• •Your daily ritual, our favorite moment. Madem is more than just top-tier coffee and tasty treats. It's a space to connect, share stories, and feel at home. Come say hey, sip some magic, and be part of the fam. See you in the hood!
• •Tired of that 'Oh no, I'm out of coffee' feeling? We've got you. Get your favorite Madem beans delivered right to your door every month with our coffee subscription. It’s convenient, it’s fresh, and it’s the easiest way to support your local roaster. Choose your blend and let us handle the rest. You're ace!
• •Want to join our crew of rad humans? We're looking for a passionate barista to sling shots and share good vibes at our West End spot. If you love coffee and connecting with people, you might be the one for us. Slide into our DMs to chat!