Brand Tone

sophisticated, passionate, educational, and transparent, approachable and enthusiastic, innovative and confident

Brand Values

• •Quality
• •Transparency
• •Sustainability
• •Education
• •Innovation
• •Hospitality & Community
• •Craftsmanship & Excellence

Best Practices

• •Embrace "Never Settle For Good Enough" as a Content Filter: Every piece of copy, from a tweet to a product description, should reflect a commitment to excellence, detail, and pushing boundaries. Ask if the content truly represents the best way to communicate the message.
• •Prioritize Transparency in Information: When discussing products, especially coffee, provide detailed information about origin, processing, and tasting notes. Be open about sourcing practices and what makes Onyx unique. This builds trust and reinforces a core value.
• •Educate and Inspire, Don't Just Sell: Frame content to offer value beyond the product itself. Share brewing tips, insights into coffee science, or stories about farmer partnerships. This positions the brand as a knowledgeable and passionate leader.
• •Maintain Visual and Linguistic Sophistication: Use high-quality imagery and articulate, descriptive language. Avoid overly casual slang (unless context-appropriate, like a specific TikTok trend) while still being engaging and approachable. The language should mirror the premium nature of the product.
• •Infuse Passion and Enthusiasm: Let the genuine love for coffee shine through. Whether it's excitement about a new harvest, the intricacies of a brewing method, or the quality of a finished cup, the copy should feel authentic and driven by a deep appreciation for the craft.

Social Perception

premium, high-quality coffee roaster that is serious about its craft. The brand's transparency and commitment to ethical sourcing and sustainability are well-regarded and contribute to a positive image. They are seen as leaders and innovators in the specialty coffee industry

Copy Examples

• •Website Banner (Focus: Quality & Transparency): "Discover the UnCommon. Journey with us from farm to your cup. Explore transparently sourced, award-winning coffees, roasted with relentless passion. Never Settle For Good Enough."
• •Instagram Post (Focus: Education & Craft): "Unlock the nuances. Our latest single-origin from [Origin] offers notes of [Flavor 1, Flavor 2, Flavor 3]. We meticulously roast to highlight its unique terroir. Learn how to brew the perfect pour-over on our stories today. #OnyxCoffeeLab #SpecialtyCoffee #CoffeeEducation #Craft"
• •Product Description (Focus: Sensory Experience & Value): "Elevate your morning ritual. Our [Coffee Name] blend is a symphony of [Flavor Note 1], [Flavor Note 2], and a lingering [Flavor Note 3] finish. Sourced with integrity, roasted for excellence. Taste the dedication in every sip."
• •Email Subject Line (Focus: Exclusivity & Innovation): "First Access: Our Newest Micro-Lot & the Future of Flavor"
• •Facebook Ad (Focus: Sustainability & Community): "More than just coffee. It's a commitment to a sustainable future and to the dedicated farmers behind every bean. Our B Corp certification means you're choosing quality you can feel good about. Join the Onyx pilgrimage. #SustainableCoffee #EthicalSourcing #BCorp #OnyxCommunity"