Brand Tone

Passionate, Approachable, and Quality-Driven, with a touch of Playful Expertise.

Brand Values

• •Quality & Craftsmanship
• •Sustainability & Ethical Sourcing
• •Community
• •Transparency
• •Passion
• •Customer Experience
• •Balance

Best Practices

• •Embrace the Duality: Consistently weave in the "Smile" (friendly, approachable, community) and "Tiger" (fierce quality, bold flavor, expertise, passion) aspects of the brand personality. Use language that reflects both warmth and confidence.
• •Tell the Story: Regularly share the narrative behind the beans (origin, ethical sourcing), the roasting process, and the tiger/dove symbolism. This reinforces values like transparency, quality, and the unique brand identity.
• •Focus on Sensory Language: Use vivid, descriptive words to convey the taste, aroma, and experience of the coffee, appealing to the passion of coffee lovers (e.g., "rich and nuanced," "bold blends," "delicate notes").
• •Maintain an Engaging Community Voice: When interacting on social media or in newsletters, be responsive, friendly, and foster a sense of belonging. Ask questions, share user-generated content (with permission), and highlight community involvement.
• •Be an Enthusiastic Expert: Share coffee knowledge, brewing tips (tying into "tiger training"), and information about new arrivals with genuine enthusiasm. This positions the brand as both knowledgeable and eager to share its passion, avoiding an intimidating or overly technical tone.

Social Perception

Smile Tiger Coffee Roasters is generally perceived very positively by its customers and the local community. High-Quality Coffee, Welcoming Atmosphere, Community Focus, Knowledgeable and Friendly Staff, Ethical Practices, Excitement about Growth.

Copy Examples

• •Unleash your inner tiger. 🐅 Our [Coffee Name] single-origin is roaring with notes of [Flavor Note 1] and [Flavor Note 2], delicately balanced for a cup that’s both powerful and smooth. Freshly roasted in Kitchener, ready to make you smile. Link in bio to shop! #SmileTigerCoffee #RoarInEveryCup #KitchenerCoffee #SpecialtyCoffee
• •More than just coffee, it's a community. 😊 Smile Tiger is your cozy corner in Kitchener for exceptional brews, delicious treats, and a warm welcome. Bring a friend, grab a book, or just enjoy the moment. We're brewing happiness daily at 100 Ahrens St W! #SmileTigerCafe #CommunityHub #KitchenerON #SupportLocalKW
• •The Art of Balance: Fierce Flavours, Delicately Roasted. At Smile Tiger, we ethically source the world's finest beans and roast them with passion to bring out their unique power and subtle notes. Discover your perfect cup. #DirectTrade #SmallBatch #CoffeePerfection
• •Psst... Something fiercely delicious is brewing at Smile Tiger! 😉 (Body Teaser): Get ready to pounce! We're launching a new seasonal blend that's purr-fectly crafted to brighten your day. Plus, a peek into our latest community efforts...
• •Start your day with a smile AND a roar. Our expertly roasted coffee isn't just delicious, it's an experience. Fuel your passion, find your focus, and taste the dedication in every sip. Order online for Canada-wide delivery! #SmileTigerRoasters #MorningRitual #CraftCoffee