Brand Tone

Passionate & Enthusiastic, Knowledgeable & Expert, Artisanal & Craft-Focused, Authentic & Transparent, Community-Oriented & Welcoming, Understated & Confident

Brand Values

• •Quality
• •Craftsmanship
• •Ethical Sourcing & Sustainability
• •Community & Connection
• •Knowledge Sharing & Education
• •Passion
• •Authenticity

Best Practices

• •Always Lead with Passion and Quality: Every piece of copy should subtly or overtly reflect the deep love for coffee and the commitment to the highest standards. Use evocative language that appeals to the senses.
• •Emphasize Craftsmanship and Expertise: Highlight the skill, knowledge, and meticulous care that goes into sourcing, roasting, and brewing. Don't be afraid to share technical details in an accessible way.
• •Tell the Story of Origin and Relationships: Consistently mention the traceability of beans and the importance of "Relational Coffee." This reinforces ethical values and authenticity.
• •Foster a Sense of Community: Use inclusive language ("we," "us," "join us") and position the brand as a hub for "coffee, people, and music." Encourage interaction and sharing.
• •Maintain an Authentic, Confident Voice: Avoid overly salesy or boastful language. Let the quality and reputation speak, supported by genuine enthusiasm and factual information. The tone should be knowledgeable but approachable and friendly.

Social Perception

Premier Coffee Destination, Expert Roasters, Authentic & Cozy Café, Knowledgeable & Friendly Service, A Malmö Institution, Ethically Minded, Slightly Hipster, High Sophistication

Copy Examples

• •Instagram Post (Image: Close-up of a new single-origin bean): Meet our latest arrival: [Bean Name] from [Farm/Region, Country]. We've worked closely with the farmers at [Farm Name] to bring you this exceptional lot, traceable right back to their dedicated hands. Expect notes of [flavour note 1], [flavour note 2], and a whisper of [flavour note 3]. It’s more than coffee; it’s a story in every cup. Brew it with passion. #SoldeKaffe #RelationalCoffee #SpecialtyCoffeeMalmo #CraftRoasted
• •Website Banner (Shop Page): From Bean to Your Beloved Brew. At Solde, quality isn't just a word; it's our craft, our passion, our promise. Explore coffees roasted with care, sourced with conscience. Taste the dedication.
• •Facebook Event (For a Coffee Tasting/Course): Unlock the secrets of incredible coffee. Join us for an evening of [Course Topic, e.g., 'Mastering Pour Over' / 'Exploring Ethiopian Origins'] at our kaffebar. Our head barista, [Barista's Name], will guide you through the nuances of flavour and technique. Because great coffee is for everyone. Limited spots. #SoldeKurser #CoffeePeopleMusic #MalmoCoffeeCulture
• •In-Café Signage (Near the coffee grinder/beans for sale): Take the Solde experience home. Our beans are roasted right here in Malmö harbour, with love and a deep respect for the journey from farm to cup. Ask us for a recommendation – we love to talk coffee!
• •Product Description (For a signature blend like 'Bodils Kaffe'): Bodils Kaffe: A comforting embrace in a cup. This carefully crafted blend [mention bean origins if appropriate, e.g., 'of washed Ethiopian and natural Brazilian beans'] is our tribute to the daily ritual. Smooth, balanced, and full of character – just like the conversations it inspires. Roasted for you, here in Malmö.