Brand Tone

minimalist, sophisticated, educational

Brand Values

• •Quality & Craftsmanship
• •Modernity & Innovation
• •Community & Experience
• •Aesthetic & Design

Best Practices

• •Prioritize Clarity and Simplicity: Use clear, concise language. Avoid overly elaborate or flowery descriptions. The copy should be as clean and uncluttered as the brand's visual aesthetic.
• •Educate, Don't Preach: Share knowledge about coffee in an accessible way. Focus on origins, flavor notes, and brewing methods. The goal is to invite customers into the world of specialty coffee, not to intimidate them.
• •Let the Quality Speak: Center the copy around the product. Highlight the specifics—origin, processing method, flavor profile. The confidence in the product should be the main message.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy matches the high-quality, minimalist aesthetic of the photos and videos. Short, impactful sentences work best with strong visuals.
• •Engage with Purpose: When asking questions or engaging with the audience, keep it focused on the shared experience of coffee. Use polls and questions that reinforce the brand's values of quality and community discovery.

Social Perception

A Leader in Specialty Coffee, A Modern Oasis, Aesthetic and "Instagrammable", Welcoming for Work and Relaxation

Copy Examples

• •Precision in every drop. Our single-origin pour-over is more than a drink; it's a process. Discover the delicate notes of [current bean origin] and shift your perspective on coffee.
• •Welcome to the shelf: [Bean Name] from [Country/Region]. With notes of [flavor note 1], [flavor note 2], and [flavor note 3], it's a complex and rewarding cup. Available for a limited time. Ask our baristas for a recommendation.
• •shift.cafe: Specialty coffee designed to change your perception. Experience the new wave of coffee culture in the heart of Mostar.
• •Your daily ritual, elevated. At shift.cafe, we obsess over the details—from bean to brew—so you can enjoy the perfect cup. Find your focus. Meet a friend. Taste the difference.
• •How do you take your coffee? 🤔 [Poll: A) Black as my soul / B) With a splash of milk]. Either way, we start with the world's finest beans. Come taste the quality.