Brand Tone

Passionate, Knowledgeable, Friendly, Authentic, and Community-Focused

Brand Values

• •Quality
• •Ethical Sourcing
• •Sustainability
• •Community & Connection
• •Passion & Expertise

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of Papercup's tone (Passionate, Knowledgeable, Friendly, Authentic, Community-Focused) with examples of do's and don'ts. Share this with anyone creating content.
• •Always Lead with Passion for Coffee: Whether it's describing a new bean, a brewing method, or a cafe experience, let the genuine love for coffee shine through. Use evocative language that appeals to the senses.
• •Educate, Don't Intimidate: Share knowledge in an accessible and friendly way. Avoid overly technical jargon unless explained. The goal is to make everyone feel welcome in the world of specialty coffee.
• •Highlight Ethical and Quality Commitments Subtly: Weave in mentions of ethical sourcing, sustainability efforts, and the quality of ingredients/roasting naturally within storytelling, rather than as standalone, dry statements.
• •Engage Authentically: When responding to comments or writing social media posts, maintain a genuine, human voice. Be open, honest, and show appreciation for the community. Reflect the in-cafe hospitality online.

Social Perception

Highly Regarded for Coffee Quality, Valued Local Business, Welcoming & Friendly Atmosphere, Ethical & Conscious Brand, Popular and Sometimes Busy

Copy Examples

• •Instagram Post (Image: Latte art with a bag of their single-origin beans): Sun-kissed beans from [Origin] transformed into your morning masterpiece. ☀️☕️ Our [Bean Name] single origin is tasting incredible right now – think notes of [flavour 1], [flavour 2], and a whole lot of love from our roastery to your cup. Come grab a bag or let our baristas work their magic for you! #PapercupCoffee #GlasgowCoffee #SpecialtyCoffee #EthicallySourced #MorningRitual
• •Facebook Ad (Targeting local coffee enthusiasts): More than just coffee, it's a Papercup experience. ✨ From our carefully sourced beans roasted right here in Glasgow, to the passion our baristas pour into every cup – we're dedicated to bringing you the best. Join us at [Cafe Location] or bring the quality home from our online store. Your taste buds will thank you! [Link to website] #Papercup #GlasgowCafe #CoffeeLovers #SupportLocalGlasgow #DamnTastyCoffee
• •Website Banner (Homepage): Discover Your Perfect Brew. Ethically Sourced. Expertly Roasted. Served with Passion. Welcome to Papercup Coffee – Glasgow's home for exceptional coffee experiences, in our cafes and yours. [Shop Coffee Button] [Find Our Cafes Button]
• •Email Newsletter Snippet (Promoting a new coffee): Hey Coffee Connoisseurs! Get ready for a flavour journey. We've just dropped our latest single origin: [New Bean Name] from the hills of [Region, Country]. Expect [dominant flavour note] with a beautifully [adjective, e.g., bright/smooth] finish. Our head roaster, Davide, is calling it '[Quote about the coffee]'. Available online and in-store now – don't miss out! #FreshRoast #PapercupSubscription #NewCoffee
• •Product Description (for a signature blend): Our [Blend Name] Blend: Your everyday go-to, elevated. We’ve combined the finest [Origin 1 e.g., Brazilian] and [Origin 2 e.g., Ethiopian] beans to create a perfectly balanced cup that's both comforting and complex. Ideal for your morning espresso or a smooth afternoon flat white. Roasted with care in Glasgow, because great coffee shouldn't be complicated, just exceptionally good. Tasting Notes: [Note 1], [Note 2], [Note 3]. #PapercupBlends #SpecialtyRoast #GlasgowRoasters