Brand Tone

Passionate & Expert, Confident & Bold, Premium & Artisan, Approachable & Engaging, Modern & Clean

Brand Values

• •Quality
• •Freshness
• •Craftsmanship/Expertise
• •Passion
• •Customer Satisfaction
• •Community

Best Practices

• •Embrace "Confident Expertise": Write with authority about coffee, sharing knowledge without being condescending. Use precise language when describing beans, origins, and flavor profiles.
• •Lean into "Premium but Approachable": While highlighting the specialty nature of the coffee, ensure the language is welcoming. Avoid overly technical jargon unless explaining it clearly. The goal is to invite people into the world of specialty coffee, not exclude them.
• •Maintain a "Passionately Engaged" Voice: Let the genuine love for coffee shine through. Ask questions, encourage sharing of experiences, and respond to comments with enthusiasm.
• •Use "Bold & Clever" Sparingly: The "Cartel" name offers opportunities for playful, confident, and slightly edgy copy. Use this strategically for impact, ensuring it aligns with the overall premium feel and doesn't become gimmicky.
• •Be "Consistently Fresh & Modern": Mirror the freshness of the beans in the copy. Keep it current, crisp, and aligned with the clean aesthetic of the brand. Use active voice and compelling calls to action.

Social Perception

High-Quality Provider, Knowledgeable Roasters, Trustworthy & Reliable, Memorable & Distinct, Melbourne Coffee Scene Player

Copy Examples

• •Your pursuit of the perfect cup ends here. At The Bean Cartel, we roast Melbourne's finest beans to order, delivering unparalleled freshness and flavor directly to you. Taste the difference dedication makes.
• •We're obsessed with coffee, from the farm to your cup. Explore our curated selection of single origins and signature blends, each crafted with passion and precision by The Bean Cartel's master roasters.
• •Join the syndicate of flavor. The Bean Cartel controls the source of your ultimate coffee experience. Freshly roasted. Boldly delivered. No compromises.
• •Elevate your daily ritual. With The Bean Cartel, it's more than just coffee – it's an exploration of aroma, taste, and the art of the perfect brew. Discover your next favorite today.
• •Fresh drop alert! Our latest micro-lot has landed, and it's a game-changer. Be the first to experience [Flavor Note 1] and [Flavor Note 2]. Limited supply – the Cartel waits for no one.