Brand Tone

Passionate & Knowledgeable, Artisanal & Quality-Focused, Sophisticated yet Approachable, Community-Oriented (subtle), Modern & Clean

Brand Values

• •Quality & Excellence
• •Craftsmanship & Expertise
• •Transparency & Education
• •Passion
• •Innovation & Collaboration
• •Ethical Sourcing (implied)

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your tone (e.g., passionate, knowledgeable, artisanal, sophisticated yet approachable), along with do's and don'ts and examples. Share this with anyone creating content.
• •Emphasize Quality and Craftsmanship: Consistently use language that reflects a dedication to excellence, detail, and the skill involved in coffee roasting and preparation. Words like "meticulous," "handcrafted," "curated," "exceptional," and "artisan" can reinforce this.
• •Educate and Inform, Don't Preach: Share your knowledge about coffee origins, flavor profiles, and brewing methods in an engaging and accessible way. Avoid jargon where possible, or explain it clearly. The goal is to invite customers into the world of specialty coffee, not to intimidate them.
• •Show, Don't Just Tell the Passion: Infuse copy with genuine enthusiasm for coffee. Describe flavors vividly, tell the stories behind the beans, and convey the excitement of discovering and sharing exceptional coffee.
• •Maintain Visual and Verbal Consistency: Ensure that the language used aligns with the visual identity (e.g., clean, modern photography and design). All touchpoints, from social media captions to website copy and in-store materials, should speak with the same voice.

Social Perception

High-Quality Coffee Purveyor, Knowledgeable & Skilled, A Go-To for Coffee Lovers, Pioneering & Influential, Consistent, Welcoming (despite expertise)

Copy Examples

• •Instagram Post (New Single Origin): "Discover the vibrant heart of [Origin Region] in our latest single-origin release. Expect bright notes of [Flavor Note 1], a luscious [Flavor Note 2] sweetness, and a lingering [Flavor Note 3] finish. Each bean is meticulously roasted to unlock its unique story. Brew your own adventure. #MyriadeRoasting #SpecialtyCoffee #CoffeeOrigin #[CityName]Coffee"
• •Website Product Description (Espresso Blend): "Our Retro Espresso is a nod to timeless tradition, perfected for the modern palate. Crafted from years of café expertise, this blend delivers rich dark chocolate, subtle fruit, and a hint of dark brown sugar. Designed to shine as a straight shot or cut beautifully through milk for a decadent, velvety experience. Elevate your daily ritual. #EspressoPerfection #ArtisanalCoffee #MyriadeBlend"
• •Facebook Ad (Subscription Service): "Never run out of exceptional coffee again. Experience the art of fresh roasting, delivered to your door. Our subscription service brings you a curated selection of Myriade's finest, from exciting single origins to our signature blends. Taste the passion in every cup. Sign up today and awaken your senses. #CoffeeSubscription #FreshRoasted #MontrealCoffeeCulture"
• •Email Newsletter Snippet (Roasting Process): "At Myriade, roasting is more than just heat – it's a delicate dance of science and artistry. We carefully profile each batch, listening to the beans, to coax out the nuanced flavors that make each coffee unique. It’s this dedication that transforms a humble bean into an extraordinary experience. Learn more about our process on the blog [Link]. #TheArtOfRoast #BehindTheBeans #QualityCoffee"
• •In-Café Signage (Highlighting a Specific Coffee): "Now Brewing: [Coffee Name] from [Farm/Co-op, Country]. A [Process, e.g., Washed, Natural] marvel with notes of [Flavor 1], [Flavor 2], and [Flavor 3]. Our roasters have worked diligently to bring forth its inherent sweetness and complexity. Ask our baristas for a taste of something truly special. #MyriadeExperience #SpecialtyBrew #CoffeeJourney"