Brand Tone

Artisanal, Passionate, Knowledgeable, Transparent, Welcoming, Modern & Clean

Brand Values

• •Quality
• •Sustainability
• •Direct Trade & Ethical Sourcing
• •Craftsmanship
• •Community
• •Transparency/Traceability

Best Practices

• •Develop a Brand Voice Guide: Document the core tone attributes (e.g., Artisanal, Passionate, Knowledgeable, Transparent, Welcoming), provide examples of "do's and don'ts," and define key messaging points related to quality, sourcing, and craft.
• •Emphasize Storytelling: Focus on the journey of the coffee – from the farm and the producers to the roasting process and the final cup. This reinforces values like transparency and direct trade.
• •Use Sensory Language: Describe the coffee with rich, evocative terms that appeal to taste, smell, and even texture, highlighting the unique characteristics of each offering.
• •Educate Subtly: Share knowledge about coffee origins, processing methods, and brewing techniques in an accessible and engaging way, reinforcing expertise without being condescending.
• •Maintain Visual-Textual Cohesion: Ensure that the tone of the copy aligns with the visual aesthetic of the brand (clean, modern, high-quality imagery). The words should feel like a natural extension of the visual identity.

Social Perception

High-Quality Coffee Purveyor, Knowledgeable and Passionate, Aesthetic and Inviting Spaces, Ethical and Sustainable, Pioneer in the Coffee Scene

Copy Examples

• •Headline (Website/Social Media): "Beyond the Bean: Discover the Story in Every Sip. Our commitment to quality starts at the source."
• •Product Description (Single Origin): "Explore the terroir of [Origin Name]. Hand-picked and meticulously roasted in small batches, this [Variety Name] bean unveils vibrant notes of [Flavor Note 1], a hint of [Flavor Note 2], and a lingering [Flavor Note 3] finish. A true expression of place and passion."
• •Instagram Post: "The ritual of the pour, the bloom, the aroma. Each step, a meditation. Each cup, an invitation to savor the craft. What are you brewing this morning? #SightglassCoffee #ArtisanRoast #MorningRitual"
• •Email Subject Line (New Release): "Fresh Harvest: Unveiling Our New [Origin Name] Single Origin."
• •About Us Snippet: "From a humble cart to a haven for coffee lovers, Sightglass was born from a desire to share exceptional coffee. We travel the globe, build lasting relationships with growers, and roast with intention, all to bring you a cup that's as honest and inspiring as the hands that cultivated it."