Brand Tone

aspirational, warm, and sophisticated

Brand Values

• •Tradition and Heritage
• •Connection and Community
• •Quality and Authenticity
• •Slowing Down and Savoring Moments
• •Passion

Best Practices

• •Lead with the "Why": Always start with the story and the emotion. Whether it’s a product description or a social post, connect the item back to the core values of tradition, connection, or savoring the moment.
• •Use Sensory Language: Describe the experience. Instead of "strong coffee," use "a rich, bold aroma that fills the kitchen." Talk about the "velvety" texture of olive oil or the "vivid colors" of the ceramics.
• •Embrace the "We": Write as if you are sharing a personal passion. Use "we" and "our family" to create a sense of a shared journey with the customer, making them feel part of the SALA Caffe Co community.
• •Balance Aspiration with Welcome: The tone is sophisticated, but it should never be exclusive. Use warm, inviting language like "Join us," "Discover," and "Share with us" to make the elevated experience feel accessible to everyone.
• •Maintain Visual and Textual Harmony: Ensure the photography and videography match the tone of the copy. Images should be clean, warm, and aesthetically pleasing, focusing on natural light, authentic moments, and the beauty of the products in a lifestyle context. This consistency across visuals and text is key to building a strong, recognizable brand.

Social Perception

The public perception of SALA Caffe Co is largely positive, aligning with its intended messaging. Customers praise the high quality of products and 'incredibly friendly and caring customer service.' It's perceived as a 'hidden Italian online gem,' offering authentic Italian goods and a blend of tradition with modern convenience, reinforcing its narrative of quality, heritage, and an elevated experience.

Copy Examples

• •The sound of a Moka pot is the sound of an Italian morning. It’s more than coffee; it’s a ritual passed down through generations. Start a new tradition, or rediscover an old one. Our family’s favorite Bialetti is waiting to become a part of yours. #SalaCaffeCo #ItalianTradition #MorningRitual
• •Headline: Taste the Soul of Italy. Body: In a world that rushes, we believe in the meals that linger. From the sun-ripened heart of Italy to your table, our artisanal olive oils and jams are crafted to be shared. Turn a simple meal into a cherished memory. #SlowLiving #ItalianFood #FamilyDinner
• •Headline: It’s Not Just Food. It’s Connection. Sub-headline: SALA Caffe Co was born from a love for family and the belief that the best moments happen around the table. Discover our curated collection of Italian coffees, foods, and homewares and bring the warmth of tradition home.
• •Subject: Tired of Rushing? Let’s Make a Proper Coffee. Body Preview: This week, we're celebrating the art of slowing down. Let us show you how the right coffee and a few extra moments can transform your day…
• •On-screen text: That weekend feeling, made in Italy. Caption: Good food, good company, and a moment to just be. That’s the SALA way. ✨ #ItalianLifestyle #WeekendVibes #SALAathome