Brand Tone

Approachable, passionate, and community-centric. Relaxed, friendly, authentic, straightforward, confident, unpretentious, personal, and grounded, reflecting the laid-back surf-town culture.

Brand Values

• •Quality and Craftsmanship
• •Community Focus
• •Family and Heritage
• •Sustainability and Ethics
• •Accessibility

Best Practices

• •Speak Like a Passionate Local, Not a Big Corporation: Use "we" and "our" to foster a sense of a small, dedicated team. Keep language simple, direct, and heartfelt. Avoid jargon and overly polished marketing speak. The guiding principle should be "good honest coffee."
• •Emphasize Community and Place: Regularly mention Raglan, the west coast, and the local community. Use imagery and stories that connect the coffee to its origin. This reinforces the brand's identity as a local, community-centric business.
• •Tell Your Heritage Story: Consistently weave the story of the Miller's Coffee legacy into communications. This builds authenticity and trust, showing that the brand's expertise is built on decades of experience, not fleeting trends.
• •Be Transparent and Honest: When communicating changes, like price adjustments, do it openly. Explain the "why" behind the decision, framing it as a way to sustain quality and support the entire supply chain, from farmer to barista. This builds customer loyalty and trust.
• •Let the Quality Speak for Itself: While passionate, the tone should remain confident and straightforward. The copy doesn't need excessive superlatives because the quality is the hero. Simple, confident statements like "It's simple. we make good coffee" are powerful and align perfectly with the established brand.

Social Perception

Perceived as an integral part of the local identity, synonymous with high-quality, no-fuss coffee. Customers see it as a 'must-visit' spot with unforgettable, consistently great coffee. The atmosphere of their cafés is described as laid-back, cozy, and inviting, serving as unpretentious community hubs with friendly and gracious staff.

Copy Examples

• •Your morning ritual, perfected. We roast the good stuff right here in Raglan, so every cup feels like coming home. #RaglanCoffee #GoodHonestCoffee #NZCoffee
• •Generations of Passion in Every Batch. We roast the legendary Miller's Espresso Blend, unchanged since 1987. It's more than coffee, it's our legacy. Taste the tradition.
• •Smooth, rich, and perfectly balanced. This is the blend that started it all. Combining premium beans from Kenya, Papua New Guinea, and Colombia, we roast in small batches to bring out the consistent, full-flavored taste that has been loved for decades. Perfect for your espresso, plunger, or stovetop brew. Good, honest coffee, delivered to your door.
• •From our roastery to your cup, it's all about community and seriously good coffee. We're a family-run business with a passion for artisan quality and bringing people together. Find our coffee at your local stockist or join the family with our subscription service. #RaglanCoffeeCompany #CommunityAndCoffee
• •Life's too short for bad coffee. We've got the good stuff inside. Come on in.