Brand Tone

Professional yet Approachable, Understated & Assured, Passionate & Knowledgeable, Community-Focused, Clean & Minimalist

Brand Values

• •Quality
• •Hospitality
• •Attention to Detail
• •Integrity & Fairness
• •Community Contribution
• •Simplicity
• •Sustainability

Best Practices

• •Prioritize "Warm Professionalism": All communication, from social media replies to in-store signage, should balance expert knowledge with genuine friendliness. Avoid overly casual slang or, conversely, overly stiff corporate language.
• •Emphasize Quality & Detail (Subtly): Instead of just saying "high-quality," hint at it through descriptions of sourcing, unique brewing methods, or partnerships. Let the attention to detail shine through in well-crafted, error-free copy.
• •Be "Humbly Assured": Communicate confidence in your product and service without arrogance. Share accolades and positive reviews matter-of-factly, focusing on customer experience rather than self-praise.
• •Champion Your People & Values: Regularly feature your team and highlight commitments like the Living Wage or sustainability efforts. This reinforces the "nice people" aspect and ethical values.
• •Maintain Visual & Verbal Minimalism: Keep copy concise, clean, and purposeful, mirroring the minimalist aesthetic of the brand. Avoid clutter and unnecessary jargon. Focus on clarity and impact.

Social Perception

Highly Respected, Go-To for Quality Coffee, Welcoming and Friendly, Ethical Employer, Busy but Efficient, Innovative

Copy Examples

• •Headline: Beyond the Grind. Beyond Expectation. Body: At Rosslyn, every cup is a culmination of global expertise and genuine warmth. We meticulously source, you simply savour. Discover your new London coffee ritual. #RosslynCoffee #SimplyExceptional
• •Headline: More Than Just Coffee. It's a Rosslyn Moment. Body: We blend Australian precision with Irish hospitality to make your daily coffee anything but ordinary. Quality beans, skilled hands, and a friendly face – that's the Rosslyn way. #LondonCoffee #AttentionToDetail
• •Headline: Your City Oasis. Crafted with Care. Body: Step away from the rush and into Rosslyn. Experience specialty coffee served with a smile, in a space designed for your enjoyment. Prompt, never rushed. Humble, yet assured. #SpecialtyCoffee #RosslynWelcome
• •Headline: The Art of Simplicity. The Heart of Coffee. Body: We believe in two things: exceptional coffee and being nice to people. It’s a simple philosophy that guides everything we do. Taste the difference dedication makes. #RosslynValues #QualityCoffee
• •Headline: Fueling London with Passion & Precision. Body: From world-class guest roasts to our signature blends, every Rosslyn coffee is an invitation to experience the best. Join our community of coffee lovers. #CityOfLondonCoffee #ExpertlyBrewed