Brand Tone

Passionate & Enthusiastic, Ethical & Principled, Approachable & Down-to-Earth, Expert & Knowledgeable, Community-Oriented, Slightly Edgy/Playful

Brand Values

• •Transparency
• •Sustainability
• •Quality
• •Ethical Sourcing & Fair Pay
• •Community & Relationships
• •Passion for Coffee

Best Practices

• •Lead with Values: Always weave in core values like transparency, quality, and sustainability. Don't just state them; show them through stories, facts (like B-Corp status or farmer relationships), and impact.
• •Be Passionately Authoritative: Share knowledge and expertise with genuine enthusiasm. Use clear, confident language that reflects a deep understanding of coffee, but avoid overly technical jargon that could alienate newcomers. Make coffee exciting.
• •Maintain a "No-Bullshit" Honesty: Be direct and transparent, especially when discussing ethical sourcing and pricing. This builds trust and resonates with their established perception.
• •Embrace the "Rumble" Spirit: While professional, don't be afraid to inject a little personality and the "fighting for better" ethos. Words like "knock-out," "bold," and "shake up the industry" can be used strategically.
• •Foster Community and Connection: Use inclusive language. Speak directly to the customer ("you," "your brew"). Highlight the human element – the farmers, the team, the café partners – to reinforce the relationship-focused aspect of the brand.

Social Perception

Highly Regarded for Ethics and Transparency, Known for High-Quality Coffee, Seen as Knowledgeable and Passionate, Appreciated for Supporting Farmers, Melbourne Coffee Scene Staple

Copy Examples

• •Headline: More Than Just a Great Cup. It's a Fairer Coffee World. Body: At Rumble, we roast award-winning coffee that tastes incredible *and* does good. As a B-Corp, we're committed to transparent sourcing, paying farmers what they deserve, and brewing a better future. Taste the difference dedication makes. Call to Action: Explore Our Coffees
• •Headline: Know Your Brew: Transparency in Every Bean. Body: Ever wonder where your coffee comes from and if the farmer got a fair deal? We publish what we pay for our beans because we believe in a "no-bullshit" approach to coffee. Great coffee shouldn't come at a hidden cost. Call to Action: Discover Our Transparency Project
• •Headline: Fuel Your Passion with Melbourne's Finest. Body: Born in the heart of Australia's coffee capital, Rumble delivers specialty roasts crafted with expertise and a whole lotta love. From bold espressos to nuanced single origins, find your perfect knock-out brew. Call to Action: Shop Melbourne Roasted Coffee
• •Headline: Sustainable Sips: Coffee That Cares for the Planet. Body: We're a tight-knit team on a mission: roast amazing coffee while looking after the people and planet that make it possible. Every Rumble bean is a step towards a more sustainable coffee industry. Call to Action: Learn About Our B-Corp Journey
• •Headline: Join the Rumble: Quality Coffee, Expert Support. Body (For Wholesale): Partner with a roaster that's as obsessed with your success as we are with coffee. We bring more than just exceptional beans; we offer training, support, and a commitment to quality that helps your café thrive. Call to Action: Become a Wholesale Partner