Brand Tone

Authentic & Passionate, Ethical & Responsible, Educational & Transparent, Warm & Welcoming, Community-Focused

Brand Values

• •Quality
• •Sustainability
• •Social Responsibility & Impact
• •Direct Trade & Fairness
• •Transparency
• •Cultural Bridge
• •Community Building

Best Practices

• •Always Lead with Impact: Whether it's social, environmental, or the impact on the farmer, ensure this core value is woven into your messaging. Use storytelling to illustrate this impact.
• •Be Authentic and Personal: Share the founders' story and the direct connection to Ethiopia. Use "we" and speak from a place of genuine passion for coffee and community.
• •Educate and Inform Transparently: Explain your processes, why direct trade matters, and the nuances of your coffee. Don't shy away from explaining complex issues like the decision regarding organic certification.
• •Use Warm, Inclusive, and Respectful Language: Reflect the welcoming atmosphere of your cafes and the respect you have for both your customers and the coffee producers. Avoid overly technical jargon unless explaining it clearly.
• •Emphasize Quality and Sensory Experience: While impact is key, don't forget the coffee itself. Use descriptive language that appeals to the senses (aroma, taste, body) to convey the premium quality of your Ethiopian beans.

Social Perception

High-Quality Coffee, Ethical Brand, Authentic Experience, Knowledgeable and Friendly, Community Hub, Trustworthy

Copy Examples

• •Headline: More Than Your Morning Coffee. It's a Movement. Body: Every cup of Impact Roasters coffee directly supports Ethiopian farming communities. We cut out the middlemen, ensuring fair wages and investing in education and clean water projects. Taste the quality, feel the impact. #EthicalCoffee #DirectTrade #ImpactRoasters
• •Headline: From Bean to Bliss: A Taste of Ethiopia in Copenhagen. Body: Journey with us to the birthplace of coffee. Our founder, Daniel, grew up roasting beans with his mother in Ethiopia. Today, we bring that same passion and tradition to you, one perfectly roasted batch at a time. Experience authentic Ethiopian coffee culture at our cafes. #EthiopianCoffee #CulturalHeritage #SpecialtyCoffee
• •Headline: Sustainably Sourced. Responsibly Roasted. Simply Delicious. Body: We believe great coffee shouldn't cost the Earth. That’s why we partner directly with small-scale Ethiopian farmers who use traditional, nature-friendly methods. While we've stepped away from costly certifications, our commitment to organic practices and a lighter footprint remains unwavering. #SustainableCoffee #ImpactTrade #QualityBeans
• •Headline: Your Coffee Habit Can Change Lives. Body: Choosing Impact Roasters means choosing a brighter future for Ethiopian coffee farmers and their families. We reinvest in their communities, empowering them through education and sustainable development. It’s coffee that tastes good, and does good. Join us in making a difference. #SocialImpact #CommunityCoffee #FairPay
• •Headline: Discover the True Essence of Yirgacheffe. Body: Our [Specific Bean Name, e.g., Worke] beans from Yirgacheffe are handpicked and directly sourced, offering delicate floral and bright citrus notes. Roasted with care in Copenhagen to bring out their unique character. Ready to explore the nuanced flavors of Ethiopia's finest? #SingleOrigin #SpecialtyRoast #CoffeeLovers