Brand Tone

Artisanal & Passionate, Ethical & Transparent, Knowledgeable & Educational, Community-Focused & Welcoming, Understated & Confident

Brand Values

• •Quality
• •Transparency
• •Sustainability & Ethical Sourcing
• •Partnership & Relationships
• •Craftsmanship & Artistry
• •Innovation & Improvement

Best Practices

• •Prioritize Transparency: Always be open and honest about sourcing, ingredients, and processes. Use clear language that educates rather than just sells. Share the stories behind the products and the people who make them.
• •Emphasize Quality & Craft: Use descriptive language that highlights the care, skill, and high-quality ingredients that go into every product. Focus on sensory details and the unique characteristics of each coffee or cake.
• •Maintain a Respectful & Appreciative Voice: When talking about coffee producers and partners, always use language that shows respect for their work, heritage, and the land. Highlight the collaborative nature of your relationships.
• •Be Knowledgeable but Approachable: Share your expertise in a way that is informative and engaging, not pretentious. Encourage questions and conversation. Aim to empower customers with knowledge about specialty coffee and ethical practices.
• •Let Passion Shine Through (Subtly): While the tone is generally understated, allow genuine enthusiasm for your products and values to come through. The dedication to quality and ethical practices should be palpable in your words, conveying a deep-seated belief in what you do.

Social Perception

Highly Regarded for Quality, Ethical & Trustworthy, Authentic Berlin Experience, Knowledgeable & Approachable Experts, Aspirational but Attainable, Cheesecake Icon

Copy Examples

• •Meet Villa Betulia Java from Colombia. We’re tasting delicate notes of piña colada, crisp green apple, and fragrant lychee in this limited release. Cultivated with generations of care, this coffee embodies our commitment to direct partnerships and exceptional quality. Trace its journey, taste its story. #FiveElephant #SpecialtyCoffee #DirectTrade #ColombiaCoffee #NewArrival #BerlinCoffee
• •Beyond the Bean. At Five Elephant, every cup tells a story of ethical sourcing, meticulous roasting, and a passion for true quality. Discover coffee that connects communities, from farm to your kitchen. #FiveElephant #EthicalCoffee #ArtisanRoast
• •The Original Berlin Legend: The Five Elephant Cheesecake. Crafted from a treasured recipe, each slice is a testament to artisanal baking and the finest ingredients. Experience the taste that has captured hearts (and taste buds) across the city. Pre-order yours for pickup. #FiveElephantCheesecake #BerlinBakery #ArtisanCake #IconicDessert
• •Partner with Purpose. Our House Blend offers consistent quality and an approachable profile, perfect for discerning palates. Sourced through direct relationships with farms in El Salvador and Brazil, this blend reflects our unwavering commitment to transparency, fair partnerships, and, of course, exceptional coffee. Let's build a better coffee future, together. #FiveElephantWholesale #SpecialtyCoffeePartner #EthicalSourcing #QualityDriven
• •More Than Just Fair: For us, 'responsible sourcing' isn't a trend, it's the foundation of Five Elephant. We believe in paying producers more than twice the Fair Trade average and fostering long-term relationships that support their communities and honor their legacy. Learn more about the impact of your coffee. #FiveElephantValues #SustainableCoffee #DirectTradeDifference #KnowYourCoffee