Brand Tone

Passionate, Authentic, Quality-Focused, Customer-Oriented (for cafes), Eco-Conscious, Value-Driven (historically), Transparent (regarding current issues)

Brand Values

• •Family & Heritage
• •Quality & Craftsmanship
• •Sustainability & Eco-Friendliness
• •Community Support
• •Customer Satisfaction (Cafes)
• •Accessibility

Best Practices

• •Always Emphasize Origin and Quality: Consistently reference the Colombian family farm, high-quality beans, and the "plant to cup" philosophy where appropriate, even if briefly. This reinforces authenticity and premium perception.
• •Maintain a Warm and Inviting Tone: Use friendly, approachable language. Focus on the experience of visiting the cafe – a welcoming space, a moment of enjoyment, a treat.
• •Highlight Freshness and Local Aspects (for food): When talking about food items, emphasize freshness, local sourcing (if applicable for cafe ingredients beyond coffee), and the appeal of freshly baked or prepared goods.
• •Showcase Community and Connection: Whether it's the connection to the Colombian farming community or the local Perth community the cafes serve, subtly weave in elements of connection and shared experience.
• •Be Transparent and Human (especially if addressing any broader brand changes): While cafe operations are separate, maintaining a degree of transparency and a human touch in all communications can help build trust, especially given the recent wholesale/online business closure. For cafe-specific comms, focus on the positive and consistent cafe experience.

Social Perception

Positive for Cafe Experience & Product Quality. Mixed/Uncertain for Online/Wholesale (Current). Associated with Premium/Artisan Coffee. Seen as a Local Perth Business with Community Ties.

Copy Examples

• •Headline: From Our Family Farm in Colombia, To Your Cup in Perth. Body: Experience the true taste of artisan coffee at Don Massimo. Every bean tells a story of passion, dedication, and the rich Colombian soil. Join us for your daily brew and taste the difference family makes. Call to Action: Visit your nearest Don Massimo Cafe today!
• •Headline: More Than Just Coffee, It's a Moment. Body: At Don Massimo, we pair our exceptional, farm-direct coffee with freshly prepared bites – from hearty breakfasts to delightful afternoon treats. The perfect escape, any time of day. Call to Action: Find your moment with us. #DonMassimoMoments
• •Headline: Sustainably Sourced, Lovingly Brewed. Body: We believe in coffee that’s good for you and good for the planet. Our beans are eco-friendly, grown with care on our Colombian farm. Enjoy a guilt-free cup bursting with flavour. Call to Action: Taste the passion. Support sustainable coffee.
• •Headline: Your Daily Dose of Delicious. Body: Whether it's our signature smooth latte, a freshly baked muffin, or a satisfying bagel, Don Massimo Cafes are here to make your day brighter. Great coffee, great food, great prices. Call to Action: What will you try today? #PerthCoffee #DonMassimoCafe
• •Headline: The Heart of Colombia, The Soul of Perth. Body: Don Massimo brings the vibrant spirit of our Colombian coffee heritage to the heart of Perth. Discover a warm welcome and an unforgettable coffee experience in every cup. Call to Action: Come say Hola! Find a Don Massimo Cafe near you.