Brand Tone

Passionate & Enthusiastic, Knowledgeable & Educational, Sophisticated yet Approachable, Community-Focused, Artisanal & Quality-Driven

Brand Values

• •Quality
• •Craftsmanship
• •Transparency & Traceability
• •Education & Empowerment
• •Community & Connection
• •Passion
• •Experience

Best Practices

• •Develop a Style Guide: Document key tonal adjectives (e.g., passionate, knowledgeable, sophisticated), preferred vocabulary (e.g., "artisanal," "single-origin," "cupping notes" vs. "strong coffee"), and things to avoid (e.g., overly casual slang, generic descriptions).
• •Focus on Sensory Language: Use descriptive words that evoke taste, aroma, and texture to highlight the quality and experience of the coffee (e.g., "velvety body," "bright acidity," "notes of jasmine and caramel").
• •Tell Stories: Share the journey of the beans, the passion of the roasters, or the experiences of customers. Storytelling creates an emotional connection and reinforces brand values.
• •Educate, Don't Just Sell: Frame product information as a way to empower customers to make informed choices and appreciate the nuances of specialty coffee. Share brewing tips, origin details, and flavor profiles.
• •Maintain Authenticity: Ensure the language genuinely reflects the company's passion and expertise. Avoid hype or claims that can't be substantiated. The enthusiasm for coffee should feel real and contagious.

Social Perception

Viewed as a leader in the Indian specialty coffee market. Perceived as a premium brand offering high-quality, artisanal coffee. Their cafes are seen as trendy, welcoming spaces for coffee enthusiasts and social gatherings. Customers trust their expertise and product consistency. Seen as authentic and passionate about coffee. Associated with a modern, discerning lifestyle.

Copy Examples

• •Discover the nuanced elegance of our latest single-origin from Ratnagiri Estate. Each bean, hand-picked and meticulously roasted in small batches, unfolds a symphony of dark chocolate and ripe cherry notes. Elevate your daily ritual.
• •Unlock the secrets to the perfect pour-over. Our new guide, crafted by our head roaster, walks you through every step, transforming your home brewing into an art form. Because exceptional coffee deserves an exceptional brew.
• •Your neighborhood Third Wave is more than just a cafe; it's where conversations brew and friendships blossom. Join us for our weekly community cupping session this Saturday – let's explore new flavors together!
• •Never run out of extraordinary. Subscribe to a curated journey of India's finest coffees, delivered fresh from our roastery to your doorstep. Wake up to a new adventure, every morning.
• •Behind every cup is a story of dedication. We partner directly with farmers, ensuring ethical sourcing and celebrating the unique terroir of each estate. Taste the difference passion makes.