Brand Tone

Knowledgeable & Passionate, Friendly & Welcoming, Traditional & Authentic, Community-Focused

Brand Values

• •Quality
• •Expertise & Curation
• •Customer Focus & Inclusivity
• •Heritage & Tradition
• •Authenticity
• •Community

Best Practices

• •Embrace Your Heritage: Consistently weave in your founding year (1951) and family-run identity to reinforce tradition and trust.
• •Speak as Passionate Curators: Use language that conveys expertise and a genuine love for coffee and tea. Words like 'curated,' 'hand-selected,' 'artisan,' 'discover,' and 'explore' can be effective.
• •Maintain a Friendly, Inclusive Voice: Address customers warmly and avoid overly technical jargon unless explained. Reinforce the idea that there's a perfect brew for everyone.
• •Highlight Quality and Authenticity: Emphasize the use of real ingredients, your relationships with specialty roasters, and your in-house blending processes.
• •Foster Community: Share customer stories (with permission), talk about your connection to Melbourne and its markets, and encourage interaction and dialogue. Use phrases that evoke a sense of shared experience and belonging.

Social Perception

Highly Respected Institution, Go-To for Quality & Variety, Friendly & Knowledgeable Service, Fair Pricing, Aromatic & Charming

Copy Examples

• •Since 1951, we've been Melbourne's home for exceptional coffee and tea. From robust espressos to delicate herbal blends, our family is here to help you find your perfect cup. What are you brewing this week? #McIversMelbourne #QueenVictoriaMarket #Brunswick #MelbourneCoffee #MelbourneTea #Since1951
• •More than just a shop, McIver's is a Melbourne tradition. For over 70 years, we've been your trusted curators of the world's finest coffees and our own unique, house-blended teas. Discover a world of flavour, guided by passion and expertise.
• •Our [Blend Name] Tea: Crafted with care in our Melbourne store, this blend features only real herbs and spices – no flavourings, just pure, authentic taste. A comforting cup that reflects our decades of tea blending artistry. Perfect for your quiet moment or sharing with friends.
• •Hello [Customer Name], As fellow hunters and gatherers of the finest sips, we're thrilled to introduce our latest discovery: [New Coffee/Tea Name]. Sourced for its unique character and exceptional quality, we believe it’s a taste you’ll truly appreciate. Explore the story behind the brew on our blog.
• •What's your perfect brew? Strong, sweet, subtle, or surprising? At McIver's, we celebrate every taste. Chat with our passionate team – we love helping you explore our world of coffee and tea.