Brand Tone

Passionate, Knowledgeable/Expert, Approachable & Friendly, Community-Oriented, Quality-Focused

Brand Values

• •Quality
• •Freshness
• •Expertise & Craftsmanship
• •Community
• •Support & Partnership (for wholesale)
• •Sustainability/Ethical Sourcing (emerging)

Best Practices

• •Emphasize Heritage & Expertise: Consistently mention their long history (since 2000) and deep knowledge of coffee roasting. Use phrases like "expertly roasted," "master roasters," "years of experience."
• •Highlight Freshness & Quality: Always connect the coffee back to its freshness (roasted in Newcastle/Sandgate) and the quality of the green beans.
• •Speak with Passion: Let the genuine love for coffee shine through. Use evocative language to describe aromas and flavours (e.g., "vibrant notes," "rich aroma," "smooth finish").
• •Maintain an Approachable Tone: While showcasing expertise, avoid overly technical jargon unless explained. Keep the language friendly, inviting, and inclusive for all coffee drinkers.
• •Connect with Community: Reference Newcastle, Darby Street, and the local areas they serve. Foster a sense of local pride and connection. For wholesale, emphasize partnership and shared success.

Social Perception

Customers & Locals: Peaberrys is largely perceived as a reputable, long-standing local coffee roaster and café in the Newcastle area, known for high-quality coffee and knowledgeable service. The recent move from their Islington location after two decades was noted as the end of an era for that specific spot, but also the beginning of an exciting new chapter. Coffee Enthusiasts: Likely seen as a reliable source of specialty coffee beans and expert advice. Their focus on roasting techniques and coffee education appeals to this group. Wholesale Clients: Perceived as a supportive partner that provides not just quality beans but also comprehensive services including training and equipment. Overall, the perception is positive, centering on quality, local identity, and expertise.

Copy Examples

• •Instagram Post (New Single Origin): "Taste the world in your cup! 🌍✨ Our latest single origin from [Country/Region] has just landed. Expect vibrant notes of [flavour note 1], a hint of [flavour note 2], and a smooth [body type] finish. Small-batch roasted with passion, right here in Newcastle. Grab a bag online or visit us on Darby Street! #PeaberrysCoffee #NewcastleCoffee #SpecialtyRoast #NewArrival #CoffeePassion"
• •Website Banner (Homepage): "Peaberrys Coffee Roasters: Fuelling Newcastle with exceptional coffee since 2000. Discover our expertly roasted blends and single origins. Taste the dedication in every sip."
• •Facebook Ad (Local Targeting - Café Focus): "Your Darby Street coffee ritual starts here! ☕️ At Peaberrys, we're more than just roasters; we're your local coffee experts, passionate about crafting the perfect cup. Join us for your daily brew or take home the freshness. [Link to website/menu] #SupportLocalNewcastle #PeaberrysDarbySt #FreshlyRoasted"
• •Email Newsletter Snippet (Wholesale Focus): "Elevate your café's coffee experience. Partner with Peaberrys for consistently delicious, freshly roasted beans and unparalleled support. We've been helping Newcastle & Hunter Valley cafes thrive since 2000. Let's talk coffee. [Link to wholesale page]"
• •Product Description (Online Store - Signature Blend): "Meet 'Straight Up' – our signature blend, crafted for a perfectly balanced and consistently delicious cup. Rich [dominant flavour], smooth [secondary flavour], with a satisfying [aftertaste]. Expertly roasted in Newcastle for peak freshness. Ideal for your morning espresso or your favourite milky brew."