Brand Tone

Passionate & Discerning, Transparent & Ethical, Modern & Clean, Inclusive & Socially Responsible, Approachable Expertise

Brand Values

• •Quality: Neon strives to stand for purity, integrity, and quality. They focus on coffees that showcase unique flavours from their origin.
• •Transparency: A core tenet, demonstrated by their detailed sourcing information and transparency reports regarding green coffee prices. We believe this effort is crucial, as resistance to transparency...still persists.
• •Ethical Sourcing & Fairness: They partner with growers who practice sustainable farming and fair trade, focusing on long-term, equitable partnerships and paying fair prices based on quality. We don't negotiate prices down or haggle over cents.
• •Sustainability: Commitment to environmentally responsible farming practices, EUDR compliance, and a goal for carbon neutrality.
• •Inclusivity: As a neurodivergent-owned business, they emphasize inclusivity in all their operations.
• •Passion for Coffee: This underlies all their communication, from their mission to deliver exceptional coffee to the detailed descriptions of their beans.

Best Practices

• •Anchor in Transparency: Always lead with honesty. Whether discussing pricing, sourcing, or challenges, maintain an open dialogue. Refer back to the Transparency Report or the principles it outlines.
• •Emphasize Sensory Language (Light & Bright): Use vivid, positive adjectives that evoke the 'light, bright, and exceptional' qualities of the coffee. Focus on clarity of flavor, vibrant notes, and clean finishes.
• •Educate with Passion, Not Pretense: Share knowledge about coffee origins, processing, and brewing in an enthusiastic and accessible way. Avoid jargon where possible, or explain it clearly. The goal is to share the love of coffee.
• •Champion Ethical Commitments: Weave in mentions of fair partnerships, sustainability goals, and the brand's inclusive identity naturally within product stories and brand messaging. This reinforces values without being performative.
• •Maintain Visual & Verbal Consistency: Ensure that the clean, modern, and vibrant aesthetic of the brand’s visuals is matched by equally clear, concise, and uplifting language. The 'Neon' name itself suggests vibrancy – let the copy reflect that energy.

Social Perception

High-Quality Roaster, Ethical & Transparent Player, Local Gem (Kelowna), For Coffee Enthusiasts

Copy Examples

• •Instagram Post (New Coffee Arrival): Illuminate your morning. ✨ Our latest arrival, [Coffee Name] from [Region, Country], is here to brighten your cup. Expect vibrant notes of [Flavor Note 1], a hint of [Flavor Note 2], and that exceptionally clean finish you love. We paid $[X.XX]/lb for these remarkable green beans because we believe in rewarding the dedicated farmers at [Farm/Co-op Name] for their incredible quality. Discover the story and the taste. Link in bio. #NeonCoffee #SpecialtyCoffee #TransparentTrade #LightRoastLove #KelownaCoffee
• •Website Banner (Homepage): Beyond the Buzzwords. Real Transparency, Exceptional Coffee. At Neon, we share what we pay for our beans because true fairness matters. Taste the difference quality and integrity make. Explore our latest roasts.
• •Product Description Snippet: This [Variety Name] from [Farm Name] in [Country] is a testament to meticulous care, both on the farm and in our Loring S7 roaster. We’ve gently coaxed out its inherent [Flavor Adjective, e.g., 'citrusy'] brightness and [Body Adjective, e.g., 'silky'] body. As a neurodivergent-owned business, we're proud to partner with producers like [Producer Name/Group] who share our commitment to sustainable and equitable practices. Learn more in our Transparency Report.
• •Email Newsletter Subject Line: New Release: Taste the Brightness of [Country] + Our Sourcing Promise
• •Social Media Ad (Targeting ethically-minded consumers): Your coffee choice matters. At Neon Coffee Roasters, we’re lighting the way with transparently sourced, exceptional beans. As a neurodivergent-owned business, inclusivity and fairness are at the heart of every roast. See what we pay our farmers. Drink coffee you can feel good about. Shop now.