Brand Tone

Passionate, knowledgeable, and customer-centric, with an enthusiastic, personal, and educational approach that makes the brand feel like a trusted friend and expert guide in the world of coffee.

Brand Values

• •Freshness and Quality
• •Ethical & Sustainable Sourcing
• •Discovery and Curation
• •Customer Convenience and Customization
• •Passion and Community

Best Practices

• •Lead with Passion: Every piece of copy should reflect a genuine love for coffee. Use enthusiastic and evocative language that speaks to the sensory experience of brewing and tasting.
• •Emphasize the "Why": Always connect the product back to the core values. Don't just say "fresh coffee," say "freshly roasted to order so you experience coffee at its peak flavour." Don't just say "ethical," share the story of paying farmers fairly.
• •Speak Like an Expert Friend: Maintain a knowledgeable but approachable tone. Educate customers about origins, tasting notes, and brewing methods without being condescending. Make complex coffee concepts easy to understand.
• •Focus on the Customer's Experience: Frame the narrative around the customer's benefit: the convenience, the joy of discovery, the perfect daily cup. Use "you" and "your" to make the message personal (e.g., "Your morning coffee, perfected").
• •Cultivate Curiosity and Adventure: Use words that inspire excitement and exploration. Phrases like "discover," "journey," "explore," and "curated" reinforce the brand's promise of variety and surprise, which is a key reason customers subscribe.

Social Perception

Overwhelmingly positive, with customers praising high-quality products, excellent and responsive customer service, reliability, and convenience. The brand is seen as trustworthy, offering value in discovery, and is highly recommended by its users, including "coffee snobs" who consistently find the quality exceptional.

Copy Examples

• •Tired of the same old grind? Let us take you on a tour of Australia’s best coffee roasters. A new discovery, freshly roasted and delivered to your door every month. Your coffee adventure starts now.
• •Get ready! Your next coffee journey is about to begin. This month, we're featuring a stunning single origin from [Roaster Name], known for its notes of [flavour notes]. We were blown away during tasting, and we know you will be too. It’s brewing season!
• •It's more than a subscription; it's a passport to the best coffee in Australia. We handle the curation, the roasting, and the delivery. You handle the brewing and the bliss. Ethically sourced, expertly selected, and always fresh.
• •Meet Paul, our co-founder and head coffee explorer. With 19 years as a farmer, he knows that great coffee starts with great relationships. That’s why we pay above Fairtrade prices for every bean. Good for farmers, great in your cup. ☕ #EthicalCoffee #SpecialtyCoffee
• •Is your coffee ritual feeling a little... routine? Let's bring the excitement back. A curated world of exceptional coffee is just a click away. Come back to Perk and taste what you've been missing.