Brand Tone

Friendly, Passionate, Knowledgeable, Ethical, Down-to-earth, Yorkshire-proud

Brand Values

• •Quality
• •Sustainability
• •Ethical Sourcing & Responsibility
• •Transparency
• •Accessibility
• •Community
• •Service

Best Practices

• •Develop a Brand Voice Guide: Create a document that outlines the key characteristics of Rounton's tone (Friendly, Passionate, Knowledgeable, Ethical, Down-to-earth, Yorkshire-proud) with do's and don'ts and examples. Share this with anyone creating content.
• •Know Your "Why": Always circle back to Rounton's core values – quality, sustainability, ethical sourcing, transparency, accessibility, and community. Let these values naturally infuse the language used. For example, when talking about a new coffee, weave in the story of the producer and the ethical sourcing practices.
• •Embrace Storytelling: Share the narratives behind the coffee – the farmers, the sourcing trips (like David's to Fazenda Pinhal), the roasting process, and the company's journey. This makes the brand more relatable and reinforces its values in an engaging way.
• •Be Genuinely Enthusiastic and Passionate (but stay grounded): Let the love for coffee shine through. Use positive and engaging language. However, balance this with the "Yorkshire straightforwardness" – avoid overly complex jargon or hype. The tone is knowledgeable but not exclusive.
• •Consistency Across All Channels: Ensure the tone is consistent whether it's a tweet, an Instagram caption, a product description, a blog post, or a customer service email. Regularly review content across different platforms to check for alignment with the established brand voice. For instance, the friendly and slightly informal tone seen on TikTok should still feel connected to the more detailed information on the website, unified by the underlying passion and commitment to quality and ethics.

Social Perception

High-Quality Coffee Roaster, Ethical and Sustainable Brand, Knowledgeable and Passionate, Yorkshire Heritage, Growing and Reputable

Copy Examples

• •Headline: Proper Tasty Coffee, Straight From Yorkshire. No Fuss, Just Great Beans. Body: We're Rounton Coffee Roasters. Since 2013, we've been on a simple mission: to bring you exceptionally delicious coffee, sourced responsibly and roasted with a whole lotta love right here in North Yorkshire. We believe everyone deserves a cracking cup of coffee, so whether you're a seasoned sipper or just starting your coffee journey, we're here to make it enjoyable. Explore our award-winning blends and single origins – and taste the passion in every cup.
• •Social Media Post (Instagram/Facebook): Image: A warm shot of a barista handing a coffee to a customer, or a close-up of freshly roasted beans. Caption: It's more than just coffee for us; it's about the connections we make – from the incredible farmers at origin to you, our brilliant customers. Every bean tells a story of dedication, sustainability, and our shared love for a truly great brew. What Rounton story are you brewing today? #RountonCoffee #SpecialtyCoffee #YorkshireRoasted #EthicalSourcing #CommunityLove
• •Product Description (for a new single-origin coffee): Meet [Farm Name] from [Region]! We're absolutely buzzing to share this one. We've been working closely with [Producer's Name/Cooperative] to bring you these exceptional beans, and they're everything we love: ethically sourced, bursting with [flavour note 1] and [flavour note 2], and a testament to the hard work at origin. We're transparent about our sourcing because we believe in celebrating the journey from farm to your cup. Fancy giving it a go?
• •Email Newsletter Snippet (promoting sustainability efforts): Subject: More Than Just Great Coffee: Our Pledge to the Planet Here at Rounton, "responsibility" isn't just a buzzword. It's at the heart of how we roast, how we source, and how we do business. From our energy-efficient Loring roaster to our commitment as a 1% for the Planet member, we're always looking for ways to leave a lighter footprint and support the amazing communities that grow our coffee. Because great coffee shouldn't cost the Earth. Learn more about our sustainability journey [Link to sustainability page].
• •Website "About Us" Excerpt: We started in an old granary in East Rounton with a simple idea: make specialty coffee accessible and downright delicious. No pretentiousness, just a genuine passion for good beans, strong relationships with our farmers, and a commitment to doing things the right way. We're a small, dedicated team, still learning, still pushing, and still excited every time we fire up the roaster. Thanks for being part of our story.