Brand Tone

Modern & Aspirational, Wellness-Focused & Informative, Approachable & Supportive, Calm & Energised, Authentic & Transparent

Brand Values

• •Well-being
• •Natural Solutions
• •Functionality & Efficacy
• •Modern Living
• •Quality
• •Sustainability (implied/emerging)

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone (e.g., empowering, knowledgeable, serene, vibrant), and specific language to use (and avoid). Share this with everyone creating content.
• •Prioritize Benefit-Oriented Language: Focus on what the customer will gain (e.g., "Unlock focus," "Sustain energy," "Find calm") rather than just listing ingredients. Connect features to feelings and outcomes.
• •Educate, Don't Just Sell: Maintain an informative and helpful stance. Share knowledge about functional ingredients and their benefits to build trust and position the brand as an authority in the wellness space.
• •Visual Consistency: Ensure that all visuals (photography, graphics, videos) align with the modern, clean, and wellness-focused aesthetic. This reinforces the brand message wordlessly.
• •Engage Authentically: When interacting with customers on social media or other platforms, maintain the established brand tone. Be responsive, empathetic, and helpful, reinforcing the supportive nature of the brand.

Social Perception

Innovative & Trendy, Health-Conscious Choice, Effective (for many), Curiosity & Openness, Premium Niche, Taste as a Factor

Copy Examples

• •Unlock Your Focus. Naturally. Tired of the jitters and crashes? Need Coffee's "Clarity" blend, powered by Lion's Mane and other natural nootropics, helps you find your flow and conquer your day with calm, sustained concentration. Sip your way to a sharper you. #NeedClarity #FunctionalDrinks #MushroomPower
• •Clean Energy. Zero Crash. Fuel your ambition with Need Coffee's "Energy." Our vibrant blend of Cordyceps and natural adaptogens provides a smooth, sustained energy boost to power your passions, without the unwelcome side effects. Elevate your day, the natural way. #NeedEnergy #Adaptogens #NaturalBoost
• •Find Your Stillness in Every Sip. In a world that never stops, Need Coffee's "Calm" is your oasis. Infused with Reishi mushroom and soothing adaptogens, it’s your gentle invitation to unwind, de-stress, and restore your balance. Embrace the tranquility. #NeedCalm #RelaxAndRecharge #WellnessJourney
• •Feeling the 3 PM slump? What’s your usual go-to? [Traditional Coffee Fix] vs. [Need a Smarter Boost!] Introducing Need Coffee's functional blends – sustained energy and focus, no jitters! ✨ #UpgradeYourRoutine #NeedDrinks
• •Ditch the struggle, discover the power of adaptogens! 🍄 Our Need Coffee functional mushroom drinks are designed to help your body adapt and thrive. Clarity for focus, Energy for your hustle, Calm for your peace. Which NEED do you have today? #FunctionalMushrooms #AdaptogenMagic #NeedDrinksUK #WellnessHacks