Brand Tone

Passionate & Knowledgeable, Ethical & Transparent, Community-Focused & Welcoming, Approachable & Down-to-Earth, Direct & Clear

Brand Values

• •Quality: A primary focus on sourcing and roasting the best specialty grade, single-origin coffees.
• •Ethics & Sustainability: Commitment to sourcing ethically, paying fair prices above Fairtrade, and sustainable practices like zero-emission delivery trials.
• •Community & Collaboration: Operating as a collective where managers have a stake in the business, fostering a welcoming environment, and supporting local initiatives.
• •Transparency: Openness about their sourcing and business practices.
• •Passion for Coffee: A genuine love for coffee is the foundation of their business.

Best Practices

• •Lead with Passion, Support with Facts: Share your enthusiasm for coffee while providing details about sourcing, roasting, and ethical practices to build credibility and trust.
• •Emphasize "Collective" and "Community": Use inclusive language. Highlight collaborations, team members (where appropriate, reflecting the shared ownership), and local engagement to reinforce the community value.
• •Be Transparent and Honest: Clearly communicate your ethical standards, sourcing methods, and even challenges (like the previous brand confusion). This builds authenticity.
• •Keep it Welcoming and Accessible: While showcasing expertise, avoid overly technical jargon. Make everyone feel comfortable and invited to explore the world of specialty coffee.
• •Maintain Visual Consistency with Tone: Ensure that your visual branding (as seen in their recent refresh) aligns with the passionate, ethical, and community-focused voice in your copy. The clean, modern yet warm aesthetic of their new branding should be reflected in the style of communication.

Social Perception

Customers and reviewers perceive Pink Lane Coffee Collective as a reputable and high-quality coffee roaster and cafe. They are seen as a welcoming and inclusive spot, popular with both locals and visitors. Their ethical sourcing and community engagement are positively noted. The "collective" aspect contributes to a feeling that the coffee shop "stands for something bigger". They are considered one of the main players in the North East roastery scene. The recent rebranding is seen as a positive step to modernize and clarify their identity.

Copy Examples

• •Headline: More Than Just Coffee. It's a Collective Passion. Body: At Pink Lane, every bean tells a story of ethical sourcing and expert roasting, right here in Newcastle. Join our collective for a taste of coffee crafted with care and community at its heart.
• •Headline: Your Morning Ritual, Elevated. Body: Life's too short for bad coffee. Discover our freshly roasted, single-origin beans, sourced with integrity and brewed to perfection. Because a great day starts with great coffee.
• •Headline: From Farm to Your Cup, Fairly. Body: We believe in coffee that does good, and tastes incredible. That's why we pay more than Fairtrade prices, ensuring sustainability and quality from the ground up. Taste the difference an ethical approach makes.
• •Headline: Newcastle's Heart, Roasted In-House. Body: Since 2012, we've been sharing our love for exceptional coffee with our community. From our Pink Lane cafe to your home, experience the dedication in every sip.
• •Headline: The Collective Difference: Coffee with Character. Body: We're not just a coffee shop; we're a collective of passionate individuals dedicated to quality, ethics, and the perfect brew. Discover our seasonal single origins and become part of the Pink Lane story.