Brand Tone

Passionate & Knowledgeable, Approachable & Friendly, Quality-Focused & Premium, Authentic & Transparent, Engaging & Storytelling

Brand Values

• •Quality & Excellence: A primary focus on sourcing and roasting high-quality specialty coffee, and providing incredible service, food, and atmosphere.
• •Passion for Coffee: A genuine love for coffee, its nuances, and the stories behind each bean.
• •Customer Experience: Creating a welcoming environment and providing excellent products and service. This includes aiming for approachability in the specialty coffee space.
• •Transparency & Honesty: Being open about their coffee, processes, and aiming to build trust with customers.
• •Community: Fostering a loyal community of supporters and being an active part of the Melbourne coffee scene.
• •Innovation & Uniqueness: Exploring alternative processing methods and offering coffees that are not typically selected by other specialty roasters, sparking engaging conversations.

Best Practices

• •Develop a Brand Voice Guide: Create a clear document outlining the brand's tone (passionate, approachable, quality-focused, authentic), key messaging points, preferred terminology (and terms to avoid), and provide examples of on-brand and off-brand copy.
• •Know Your Audience: Understand who you're talking to. Vertue's audience likely appreciates quality, has some coffee knowledge (or is eager to learn), and values authenticity. Tailor language and references accordingly.
• •Be Authentic and Passionate: Let genuine enthusiasm for coffee shine through. Use vivid, descriptive language when talking about flavour profiles, origins, and the roasting process, just as one would when sharing a passion with a friend.
• •Maintain Consistency Across All Channels: Ensure the tone is consistent whether it's on the website, social media posts, email newsletters, or even in-cafe signage. This builds a cohesive and recognizable brand identity.
• •Focus on Storytelling and Education (Approachably): Share the stories behind the beans, the roasting process, or the brand's history. Educate customers about specialty coffee in an accessible and engaging way, avoiding overly technical jargon unless explained. This reinforces expertise and passion without alienating newcomers.

Social Perception

A provider of high-quality, delicious coffee, A unique and enjoyable cafe destination, Knowledgeable and passionate about coffee, A reputable Melbourne roaster, Generally good value, though sometimes perceived as premium-priced

Copy Examples

• •Instagram Post (New Single Origin): Say hello to our latest adventure in a cup! Ethiopia Yirgacheffe just landed, and it's bursting with bright citrus and delicate floral notes. We're obsessed with its clean finish – it’s like sunshine in your mug. Come grab a bag or let our baristas brew you the perfect cup at our Port Melbourne spot. #VertueCoffee #SingleOrigin #MelbourneCoffee #SpecialtyCoffee #NewRoast
• •Facebook Ad (Promoting a Blend): Tired of the same old brew? Our Huntsman Omni Blend is here to awaken your taste buds! Crafted with a wild mix of natural & washed coffees, expect juicy forest fruits and a hint of hazelnut ganache. Perfect for your morning espresso or a rich filter brew. Taste the Vertue difference – your daily ritual, elevated. Shop now via the link in bio! #VertueRoasters #CoffeeBlend #MelbourneMade #MorningCoffee #BoldFlavour
• •Website Banner (Homepage): Vertue Coffee Roasters: Where passion meets the perfect roast. Explore our curated selection of premium specialty coffees, roasted right here in Melbourne. From bold espresso blends to nuanced single origins, discover your new favourite. Order online for a taste of Vertue, delivered to your door. [Shop Coffee]
• •Email Newsletter Snippet (Highlighting Roastery): Ever wonder where the magic happens? Our Port Melbourne roastery isn't just where we roast our beans to perfection; it's the heart of Vertue Coffee. Peek through the windows at our cafe and see our roasters in action! We believe in transparency and sharing our love for every step of the coffee journey. #BehindTheBeans #VertueRoasters #MelbourneRoastery #CoffeeLovers
• •Product Description (Dark Side Espresso Blend): Embrace the Dark Side. This isn't just coffee; it's an experience. Our Dark Side Espresso Blend delivers a bold, classic espresso with intense notes of dark chocolate, cherry ripe, and salted caramel. Smooth, rich, and without bitterness, it's the perfect foundation for a powerful black coffee or a deeply satisfying milk drink. Dare to indulge? [Add to Cart] #DarkSideBlend #Espresso #VertueCoffee #RichAndBold #CoffeePerfection