Brand Tone

passionate, expert, and welcoming

Brand Values

• •Quality and Excellence
• •Community and Connection
• •Heritage and Family
• •Passion and Education
• •Growth and Ambition

Best Practices

• •Create a "Voice and Tone" Guide: Document the brand's voice (Passionate, Expert, Welcoming) with clear examples. Outline the core values (Quality, Community, Heritage, Passion, Growth) and explain how they should be reflected in all written communication, from social media captions to customer service emails.
• •Lead with Passion, Support with Expertise: Start communications with a welcoming and passionate tone that draws the customer in. Follow up with details that showcase expertise, such as information about the coffee's origin, tasting notes, or the brewing process. This balances inclusivity with authority.
• •Tell the Family & Heritage Story: Regularly and authentically weave the brand's origin story into marketing materials. Posts about the family's journey, the connection between Australia and Greece, and the passion passed down through generations will reinforce authenticity and emotional connection.
• •Emphasize Community in Every Interaction: When replying to comments, reviews, or messages, use a warm and communal tone. Refer to customers as part of the "Roasting Warehouse family" or "community." Encourage user-generated content by sharing customer photos and stories to build a sense of belonging.
• •Train the Team: Ensure that every team member, from baristas to social media managers, understands and can embody the brand's tone. Conduct regular training sessions to review the voice guide and share best-practice examples of brand communication. This ensures a consistent customer experience at every touchpoint.

Social Perception

premium, modern, and authentic coffee destination

Copy Examples

• •Our fluffy Ricotta Hotcakes, drizzled with salted caramel and topped with chocolate and hazelnuts, are a taste of our Melbourne roots, served with Athenian heart. It ’s more than brunch; it ’s a moment of pure bliss. Who are you sharing this with? #RoastingWarehouseGR #AthensBrunch #SpecialtyCoffee
• •Trapped in emails? Escape to your urban oasis in Neos Kosmos. At Roasting Warehouse, we pair expertly crafted specialty coffee with a focused, inspiring atmosphere. The perfect place to recharge, work, or simply enjoy a quiet moment. #AthensCoffee #WorkAndCoffee #NeosKosmos
• •Elevate your customers' coffee experience. At Roasting Warehouse, we're more than a supplier; we're your partner in quality. From our in-house roasted beans to dedicated support, let's grow together. [Learn More About Wholesale]
• •Coffee is in our DNA. For generations, our family has lived and breathed specialty coffee. This is the story of how we brought our passion from the roasteries of Melbourne back to our roots in Athens. A journey of family, heritage, and the relentless pursuit of the perfect cup. Subscribe to follow our story. #RoastingWarehouse #CoffeeStory #GreekAustralian
• •A reflection of our journey. This carefully crafted blend features rich, full-bodied notes of chocolate and nuts with a smooth, balanced finish. Perfect for your daily espresso or a comforting cappuccino. It ’s our signature taste, from our roaster to your home. Taste the passion.