Brand Tone

Friendly, Health-Conscious, and Community-Oriented. The predominant tone is approachable and positive. The language used across all platforms is encouraging, focusing on wellness without being preachy. It feels like a supportive neighbor who is passionate about good food and good coffee. On TikTok, the tone expands to be transparent and humorous, sharing the challenges and joys of the café business.

Brand Values

• •Health and Wellness
• •Quality
• •Community
• •Authenticity
• •Passion

Best Practices

• •Lead with "Friendly & Healthy": Every piece of copy, from a short tweet to a website description, should feel both welcoming and focused on well-being. Always use positive and encouraging language.
• •Speak Like a Local: Continue to use location-specific tags and language (e.g., "Mount Lawley," "Perth," "Walcott Street") to reinforce community ties. Mention local events or weather to stay relevant and connected.
• •Keep it Visually Descriptive: The brand excels with its visual content. The copy should match this by using descriptive words that evoke taste, freshness, and vibrancy (e.g., "sun-ripened," "crisp," "creamy," "glowing").
• •Balance Authenticity with Aspiration: While it's great to be authentic about business challenges on platforms like TikTok, ensure the primary message on customer-facing platforms like Instagram and the website remains aspirational, focusing on the positive outcome for the customer (feeling good, energized, nourished).
• •Create an Engagement Loop: End captions and posts with open-ended questions to encourage comments and interaction. This reinforces the community value and makes customers feel heard and involved in the S Press 77 story.

Social Perception

S Press 77 is perceived as a reliable and high-quality local café for healthy and delicious options. It is viewed as an integral part of the Mount Lawley community, a go-to spot for regulars. The public perception aligns strongly with the brand's projected values of health, community, and quality. Their active and visually appealing social media presence helps solidify this positive image among a younger, health-aware demographic.

Copy Examples

• •Your Monday just got a whole lot brighter. ✨ Feeling the start-of-week slump? Our 'Sunrise Glow' bowl is packed with all the goodness you need to reset and recharge. Made with fresh mango, passionfruit, and our secret blend of superfoods. Fuel your greatness! #spress77 #perthcafe #healthyfood #mountlawley #smoothiebowl #eattherainbow
• •Your Local Dose of Goodness. Hey Mount Lawley! Your daily coffee run, post-gym smoothie, or healthy lunch is waiting for you right around the corner. At S Press 77, we’re passionate about serving fresh, delicious food that makes you feel amazing. Swing by Walcott Street and say hi! #spress77 #supportlocal #pertheats #walcottstreet
• •Nourish Your Now. Discover delicious, chef-prepared meals, organic coffee, and cold-pressed juices made with love, right here in the heart of Perth.
• •Video: A fast-paced video showing a barista's hands crafting three different, colorful lattes (e.g., matcha, beetroot, turmeric) to a trending upbeat song. On-screen text: "Which colour is your morning mood? 💚💛❤️" Caption: The daily grind has never looked this good. What’s your go-to coffee order? #spress77 #baristalife #coffeetiktok #perth #specialtycoffee #cafeowner
• •Life is short. Make it sweet (and healthy!). Try our famous gluten-free brownies today. You deserve it.