Brand Tone

Passionate, Expert, Approachable, Innovative, Conscious

Brand Values

• •Quality
• •Sustainability & Environmental Responsibility
• •Innovation
• •Accessibility
• •Community & Connection
• •Heritage & Passion
• •Ethical Sourcing

Best Practices

• •Develop a Brand Voice Guide: Document the defined tone (Passionate, Expert, Approachable, Innovative, Conscious) with specific examples of "do's and don'ts" for language, vocabulary, and style. This ensures everyone writing for the brand is aligned.
• •Always Emphasize "Why": Connect product features back to the core brand values. For example, don't just say "biodegradable capsules"; explain *why* it matters – "because we believe in a sustainable future for coffee, from seed to cup and back to earth."
• •Educate, Don't Just Sell: Leverage the "Expert" and "Passionate" aspects of the tone by sharing knowledge about coffee origins, brewing methods, and sustainability efforts. This builds trust and community.
• •Be Authentic and Human: Let the passion of the founder and the team shine through. Use storytelling, especially around the brand's heritage and mission. Avoid overly corporate or generic language.
• •Maintain Consistency Across All Channels: Ensure the brand voice is consistent whether it's a website product description, an Instagram caption, a customer service email, or a press release. Regular audits of content can help maintain this consistency.

Social Perception

Respected Specialty Coffee Provider, Innovative Leader, Female-Led Success Story, Advocate for Sustainability, Community-Focused, Expanding Regional Influence

Copy Examples

• •Headline (Website/Social Media): "Beyond the Bean: Discover the Art & Soul of Specialty Coffee. Ethically Sourced, Expertly Roasted, Just for You."
• •Product Description (Capsules): "Your Morning Ritual, Reimagined. Enjoy our award-winning Brazilian Primavera in a revolutionary biodegradable capsule. Exceptional taste, zero guilt. Brew a brighter, more sustainable day."
• •Social Media Post (Instagram - Image of latte art with their plant-based milk): "Crafting perfection, consciously. Our pioneering Barista Plant-Based Milk froths like a dream, letting the true notes of your Tres Marias coffee shine. What creation will you pour today? #TresMariasCoffee #PlantBasedPerfection #SustainableSips #SpecialtyCoffee"
• •About Us Snippet: "From the heart of Brazil to your cup, Tres Marias is more than coffee – it's a journey of passion, quality, and a deep respect for our planet. Founded by Maria Pavani, we're here to make extraordinary coffee an accessible joy for everyone."
• •Email Subject Line (Newsletter): "💡 Taste Innovation: Be the First to Try Our New Single Origin + Eco-Tips!"