Brand Tone

adventurous, authentic, informal, and slightly irreverent/quirky

Brand Values

• •Quality & Craft: Despite being instant, they emphasize 'barista quality,' 'perfectly brewed,' and 'small-batch roasted coffee.'
• •Convenience & Simplicity: 'Easy to make. Easy to take.' is a recurring message, highlighting its suitability for travel and outdoor activities.
• •Adventure & Active Lifestyle: The brand is heavily linked with outdoor activities, particularly cycling and bikepacking, through its ambassador and marketing. They state they are 'Dedicated to the craft of coffee and the thrill of adventure.'
• •Natural & Clean: 'All natural. No chemicals. We keep things clean and healthy.'
• •Authenticity: The use of documentary-style content and association with a less conventional sports figure suggests a value for genuine, unpolished representation.

Best Practices

• •Stay Adventurous and Active: Use language that evokes movement, exploration, and the outdoors. Even when talking about everyday use, frame it as fuel for whatever 'adventure' the day holds.
• •Be Authentically Understated (with a wink): The name 'Pretty Great' is a perfect example. The copy should be confident in the product's quality but avoid overly polished, corporate jargon. A touch of self-aware humor or informality (like using ': )' on their website) keeps it approachable.
• •Keep it Simple and Direct: Mirror the ease of using the product. Use short sentences, clear calls to action ('Rip. Pour. Mix. Enjoy.'), and avoid overly technical coffee terminology unless explaining a clear benefit (e.g., 'no metallic aftertaste').
• •Embrace the 'Quirky': Don't be afraid to be a little unconventional or playful in phrasing and campaigns, as seen in their social media. This helps the brand stand out from more traditional coffee companies.
• •Focus on the Solution/Benefit: Highlight how Pretty Great Coffee solves a problem for active people or those who value convenience without compromising on taste – great coffee, anywhere, without the hassle.

Social Perception

Customers and reviewers perceive Pretty Great Coffee as a high-quality instant coffee that genuinely tastes good, often exceeding expectations for instant coffee. It's seen as a game-changer for outdoor enthusiasts and anyone needing a convenient, reliable coffee option without sacrificing taste. The association with Lachlan Morton resonates well with the cycling and adventure community, lending it credibility and a 'cool' factor. The branding is seen as fun and quirky. It successfully fills a niche for people who enjoy good coffee but need an easy solution for when they're on the move or outdoors.

Copy Examples

• •Headline: Mountain-high flavor. Zero fuss. Body: Your adventure doesn't have time for bad coffee. Ours is ridiculously good, surprisingly instant. Rip it. Mix it. Conquer that trail. Yeah, it's Pretty Great.
• •Headline: So good, it's almost unfair to other instant coffees. Body: We get it. 'Instant coffee' usually means 'instant regret.' Not anymore. We brew it perfectly, then make it magically instant. All the delicious, none of the metallic weirdness. Your tastebuds (and your backpack) will thank you.
• •Headline: Fuel for a pretty great day (wherever that may be). Body: Office, mountaintop, or just your kitchen counter on a Monday. Our coffee dissolves instantly in hot or cold water, delivering a smooth, chocolatey kick. Because life's too short for mediocre coffee.
• •Headline: Lachlan Morton drinks it. Just saying. Body: If it's good enough for a guy who cycles across continents for breakfast, it's probably good enough for your next [insert relatable activity - e.g., camping trip/Zoom meeting]. Adventure-tested, coffee-snob approved (mostly).
• •Headline: Ditch the gear, not the great coffee. Body: Love good coffee but hate the faff when you're out there? We packed all the barista-quality flavor into one tiny packet. Small, light, and actually tastes... pretty great. No, *really* great.