Brand Tone

Relatable, Empathetic, Supportive, with Honest Humor

Brand Values

• •Community & Peer Support
• •Authenticity
• •Quality & Self-Care
• •Social Responsibility & Sustainability

Best Practices

• •Always start from a place of understanding. Acknowledge the challenges of motherhood before presenting the product as a solution. Use phrases like "We get it," "You're not alone," and "This gig is a tough one."
• •Foster a sense of community by using inclusive language. "We" refers to the collective of parents (including the brand founders), and "You" speaks directly to the individual mother, making her feel seen.
• •Don't be afraid to mention the messy, funny, and chaotic moments of parenting. Using terms like "poonami" or joking about cold coffee creates an instant, authentic connection.
• •Seamlessly weave together the quality of the coffee and the mission of the brand. Every piece of copy should reinforce the idea that buying this coffee is both an act of self-care and a way of supporting a wider community.
• •Regularly feature user-generated content, testimonials, and stories from the `#mumsarefine` campaign. This validates the brand's purpose and shows that the community is real, active, and at the heart of everything you do.

Social Perception

The public and customer perception is overwhelmingly positive, recognizing it as a purpose-driven brand, offering high-quality products, and a relatable, necessary support system for mothers.

Copy Examples

• •Some days are fuelled by caffeine, some by toddler giggles, and most by a chaotic mix of both. For the days you're running on empty, our Party All Night blend is here to be your co-pilot. You're doing amazing. ☕ #TiredMumsCoffee #MotherhoodUnplugged #MumsAreFine #CoffeeIsMyLoveLanguage
• •More Than Just a Caffeine Hit. It's a moment of peace before the school run. A warm cup during a catch-up with a friend who just *gets it*. A promise to yourself that you'll take five minutes. Our specialty Fairtrade coffees were blended for every part of your day. Because you deserve a great cup. Shop the collection and join our community. [Link]
• •That moment when you've asked for the third time if the shoes are on? This blend is for you. A smooth, delicious coffee with notes of cocoa and caramel that's the perfect midday rescue. It might not get them to listen, but it will make you feel a whole lot better about it. Brew, sip, and remember you're not alone in the beautiful chaos.
• •Subject: It's Been a Week. Let's Talk Coffee & Community. Body Snippet: Hi [Name], From 'poonamis' to playground politics, we see you. This week, we're sharing a story from our #mumsarefine campaign that had us nodding along. Plus, a special offer just for you, because you've earned it...
• •Visual: A mum lip-syncing to a trending audio about being exhausted. Text on screen says "My brain by 3 PM." She then takes a sip of Tired Mums Coffee and the video cuts to her dancing energetically with her kids. Caption: That first sip feeling ✨ Our coffee won't do the laundry for you, but it'll give you the energy to dance right past it. #TiredMumsCoffee #MumLife #CaffeineBoost #Relatable