Brand Tone

authentic, community-centric, and passionate, reflecting a down-to-earth, local, and quality-focused approach to coffee and community.

Brand Values

• •ethical sourcing
• •local focus
• •quality
• •community

Best Practices

• •Always anchor the brand in its Hawke's Bay identity, using terms like "local," "Hawke's Bay," "from the Bay," and mentioning specific towns like Hastings to reinforce the deep community connection.
• •Weave the brand's narrative into the copy, referencing the founders' journey, the commitment to "sticking to their guns" on ethical sourcing, and the passion for coffee to build authenticity and a personal connection with the audience.
• •Don't just sell coffee; sell the values behind it, using phrases that connect quality with ethics, such as "tastes good and feels right," and highlighting the "organic" and "ethically traded" aspects as a core feature.
• •Write as if speaking to a friend or neighbor, using conversational language (e.g., "we love you really," "come on in") to make the brand feel accessible and genuine.
• •Describe what the coffee facilitates, such as "catching up with friends," "a moment to look forward to," or "the perfect start to your day," to elevate the brand from a simple commodity to a meaningful part of the customer's life.

Social Perception

a beloved local institution synonymous with quality coffee and community spirit in Hawke's Bay, viewed as an iconic brand known for high-quality products and services, and strong community engagement.

Copy Examples

• •Your Hawke's Bay morning ritual. It’s more than just a coffee. It’s a moment of connection, a catch-up with a friend, and a taste of home. We roast our organic, ethically-sourced beans right here in Hastings because we believe in coffee that feels as good as it tastes. Come feel the local vibe. #BayEspresso #HawkesBayCoffee #YourLocalRitual
• •From the Bay, for the Bay. We’re a collective of local cafés passionate about two things: amazing, ethically-sourced organic coffee and the vibrant community of Hawke's Bay. Taste the difference that local makes. [Shop Our Blends] [Find Your Café]
• •The heart of our cafés, in your cup. Our signature Café Blend is where it all started. A versatile, 100% organic and ethically traded coffee that pours a sweet, fruity espresso and cuts through milk for the perfect flat white. Rich, smooth, and roasted with passion in Hastings. Bring the authentic Bay Espresso experience home.
• •Great coffee doing good. We’ve always believed in supporting our community. That's why we’re so proud of our "Rescue Me" blend. Every bag you buy helps support the life-saving work of the Hawke's Bay Rescue Helicopter Trust. Grab a bag and help us fuel our local heroes.
• •A Note from Chris & Jonelle. When we moved to the Bay all those years ago, we just wanted to create the perfect cup of coffee. We quickly learned it was about so much more—it’s about fairness for farmers and creating a space for our community. Thank you for being part of our story. Here's what's new at the roastery this month...