Brand Tone

Passionate and Curated, blending quality-consciousness, community focus, and design awareness with an approachable and friendly feel.

Brand Values

• •Commitment to Quality
• •Design & Atmosphere
• •People & Passion
• •Sustainability & Responsibility
• •Community & Local Heritage

Best Practices

• •Lead with the Ingredient: Always hero the quality of the produce. Mention suppliers by name (e.g., Cacklebean, Wildfarmed) to reinforce the commitment to quality and transparency.
• •Use Sensory and Emotive Language: Use descriptive words that evoke taste, texture, and feeling. Instead of "New Cake," try "Our rich, decadent chocolate fudge cake with a velvety smooth ganache." This reflects the brand's passion for food.
• •Tell a Story: Whether it’s the story of a dish's creation, a supplier's farm, or a staff member's passion, storytelling connects customers to the brand's values beyond the product itself.
• •Balance Aspiration with Friendliness: The tone should feel premium but not exclusive. Use phrases that are sophisticated yet welcoming. Pair high-quality photography with captions that invite people in, such as "Your table is waiting" or "Come say hello."
• •Emphasize the 'Why': Every piece of content should connect back to a core value. A picture of coffee isn't just coffee; it's a testament to "specialty" and "craft." A picture of a cafe interior isn't just a room; it's a "design-led space" for a "curated experience." This reinforces the brand's mission in everything it communicates.

Social Perception

Perceived as a premium, go-to destination for high-quality brunch and coffee in Sheffield, often seen as a trendsetter. Customers view it as reliable for delicious, well-presented food and exceptional coffee in beautiful, unique settings, described as 'a treat' or special experience. Criticisms include crowded and noisy locations during peak hours, and some find the price point high, though quality generally justifies it.

Copy Examples

• •The flaky, buttery layers of our new morning bun, fresh from The Sorting Office bakery. We’ve spent weeks perfecting this recipe, laminated by hand and dusted with cinnamon sugar. It’s waiting to make your Tuesday feel like a weekend. Grab one before they disappear.
• •This isn't just brunch. It's Cacklebean eggs with their golden yolks, on top of sourdough we baked this morning, next to the best specialty coffee in Sheffield. We obsess over the details so you can obsess over the taste. Find your new favourite dish at Marmadukes. Book your table now.
• •Three unique spaces, one passion for quality. Whether it’s the cosy charm of Norfolk Row, the modern energy of Cambridge Street, or the buzz of our bakery at The Sorting Office—experience the best of Sheffield’s coffee and brunch culture. Discover your Marmadukes.
• •Meet Alex, one of our lead baristas! For him, every coffee is a craft. He believes the perfect flat white can turn a whole day around (and we agree). It’s the passion of people like Alex that makes Marmadukes special. Say hello next time you’re in!
• •Subject: The Secret to Our Sourdough... It starts with three simple things: Wildfarmed regenerative flour, water, and time. Our bakers at The Sorting Office feed our starters daily, shaping each loaf by hand. It’s a labour of love, and you can taste it in every slice. Bring home a loaf this week.