Brand Tone

Passionate & Artisanal, Quality-Driven & Refined, Conscious & Principled, Community-Oriented & Inclusive, Authentic & Approachable

Brand Values

• •Uncompromising Quality
• •Sustainability & Environmental Stewardship
• •Ethical Responsibility
• •Employee Dedication
• •Community Engagement
• •Craftsmanship & Artistry
• •Innovation & Continuous Improvement

Best Practices

• •Prioritize Passion & Purpose: Always let the genuine love for quality coffee and ethical practices shine through. Avoid generic or overly corporate language.
• •Educate Gently: Share insights about organic sourcing, third-wave coffee, and sustainability in an accessible and informative way, not a preachy one.
• •Spotlight Quality & Craftsmanship: Use descriptive language that highlights the skill, care, and high-grade ingredients involved in your coffee and food.
• •Embrace Your Community: Speak to your customers as valued members of the Melk community. Foster a sense of warmth, inclusivity, and local connection.
• •Stay Visually & Verbally Cohesive: Ensure that the tone of the copy aligns with the high-quality, often artistic, and clean aesthetic of Melk's visual branding.

Social Perception

Provider of Excellent Coffee, Aesthetically Pleasing & Artistic, Ethically Minded & Sustainable, Beloved Local Institution, Welcoming & High-Quality Experience

Copy Examples

• •Instagram Post (Image: Close-up of a perfectly poured latte): More than just a morning ritual, it's a cup of intention. Organically grown, expertly roasted, and brewed with passion. Taste the care in every sip. #MelkCafe #MontrealCoffee #OrganicCraft
• •Website Banner (Image: Smiling barista handing a coffee to a customer): Your Daily Dose of Extraordinary. Discover Montreal's home for specialty organic coffee, crafted with passion and a commitment to a better world. Welcome to Melk. #MelkStory #SustainablySourced
• •Facebook Ad (Targeting local community): From our roastery to your cup, every Melk coffee tells a story of quality, sustainability, and community. Join us at our [Monkland/Stanley/etc.] café and taste the difference. #MelkCommunity #SupportLocalMTL
• •In-Cafe Signage (Near retail coffee bags): Take the Melk experience home. Our exclusively organic beans are roasted in-house, ensuring freshness and a flavour that speaks of our dedication to quality and the planet. #MelkRoasters #OrganicCoffee #CompostablePackaging
• •Email Newsletter Snippet (Highlighting a new coffee): Meet our latest arrival: [Coffee Name], a testament to regenerative farming from [Origin]. Expect notes of [flavour notes] in this exceptional brew. It’s coffee that not only tastes good but does good. #MelkInnovation #RegenerativeAgriculture