Brand Tone

Enthusiastic & Passionate, Friendly & Approachable, Authentic & Transparent, Modern & Cool/Edgy (subtly), Quality-Focused & Knowledgeable

Brand Values

• •Quality & Excellence
• •Passion
• •Community & Connection
• •Authenticity & Transparency
• •Making Speciality Coffee Accessible & Fun
• •Storytelling

Best Practices

• •Embrace "Rad": Continue to weave "rad," "radness," "raddest," and similar energetic, positive slang authentically into your copy. It’s a key differentiator and resonates with your target vibe.
• •Stay Passionate & Personal: Let Ben's (and the team's) genuine passion for coffee shine through. Use "I," "we," and tell personal anecdotes or insights. This builds connection and reinforces the "people over product" value.
• •Educate Enthusiastically: Share knowledge about coffee origins, processing, and brewing in an accessible, exciting way. Avoid overly technical jargon unless explaining it clearly. Make learning about coffee feel like discovering something cool.
• •Keep it Conversational & Friendly: Write like you're talking to a friend who loves coffee. Use contractions, ask questions, and incorporate a bit of humor or wit where appropriate. Emojis can enhance this when used thoughtfully.
• •Visual & Verbal Harmony: Ensure your copy's tone matches your visual branding (clean, modern, high-quality, with a touch of edginess). The words should feel like they belong with the images and overall website/social media aesthetic. Consistency across all touchpoints is key.

Social Perception

Process Coffee is perceived as a specialty roaster offering high-quality, unique, and carefully sourced coffees. The branding is seen as modern, cool, and engaging, particularly through the "rad stuff" motif and the personal involvement of the founder, Ben. There's an appreciation for their transparency regarding coffee origins and processing methods. Customers likely connect with the passion and authenticity conveyed in their communications. The brand appeals to coffee enthusiasts who are looking for more than just a caffeine fix – they seek a story, quality, and a connection to the process and people behind the coffee.

Copy Examples

• •Headline: Stop Dreaming, Start Brewing Radness. Body: Life’s too short for boring coffee. We meticulously source and roast beans that tell a story – of epic farms, dedicated producers, and damn good flavor. Grab a bag of Process and make your mornings (and afternoons, and evenings) legendary. #FutureFondMemories
• •Headline: This Ain't Your Grandma's Coffee (Unless She's Really Cool). Body: We’re Ben and the Process crew, and we’re obsessed with two things: outrageously tasty coffee and all things rad. From sunny Ethiopian Yirgacheffe to bold Colombian honey-processed, we bring you beans that are as unique as you are. Let’s make some magic. ✨ #ProcessCoffee #StayRad
• •Headline: Know Your Beans. Love Your Brew. Body: Ever wonder what makes that cup of coffee sing? At Process, we dive deep into varietals, terroir, and processing so you don’t have to (unless you want to geek out with us!). We’re all about transparency and traceability, from farm to your favorite mug. Taste the journey. #SpecialtyCoffee #BelfastRoastery
• •Headline: More Than Just Coffee. It’s a Whole Vibe. Body: Process is about those perfect sips, the connections made, and the stories shared. It’s about passion, people, and a commitment to making every cup an experience. Join the Process. Brew something awesome. #CoffeeAndRadStuff #PeopleOverProduct
• •Headline: Limited Drop Alert! 🚀 Get Ready for [Coffee Name]! Body: You asked, we listened (and roasted!). Our latest micro-lot, a stunning [Processing Method] [Origin], is about to hit the shelves. Expect notes of [Flavor 1], [Flavor 2], and a whole lot of "WOAH." These beans are pure radness and won't last long. Pre-order yours now! #LimitedEditionCoffee #ProcessExclusive