Brand Tone

authentic, passionate, cultural, and educational. They aim for simplicity and approachability, avoiding "snobbery or complicated jargon" in their communication about coffee. There's a clear respect for tradition and a desire to share it with a wider audience. The brand also has a community-focused and hospitable tone, stemming from the cultural significance of the Jebena and the coffee ceremony.

Brand Values

• •Authenticity: Focusing 100% on Ethiopian coffee and traditional preparation methods.
• •Cultural Heritage: Promoting and preserving Ethiopian coffee culture and the significance of the Jebena.
• •Quality: Providing high-quality, freshly roasted coffee beans and products.
• •Community & Connection: The Jebena symbolizes hospitality and social experience, which the brand aims to foster. They host events and encourage shared experiences.
• •Education: Informing customers about the origins of coffee, its diversity, and the benefits of Ethiopian coffee.
• •Fairness & Health: Advocating for fair prices for farmers and promoting healthy coffee consumption by avoiding harmful roasting practices.
• •Passion: Driven by a personal love for Ethiopian land and culture.

Best Practices

• •Embrace Storytelling: Weave the narrative of Ethiopian coffee heritage, the significance of the Jebena, and the founders' personal journey into your copy. This reinforces authenticity and passion.
• •Use Simple, Evocative Language: Avoid overly technical coffee jargon. Instead, focus on sensory descriptions (aromas, flavors, the experience of the ceremony) that are accessible and inviting, reflecting the brand's "no snobbery" stance.
• •Highlight Cultural Significance: Consistently explain the meaning behind the Jebena and the coffee ceremony, emphasizing values like hospitality, community, and tradition. This educates and connects with the audience on a deeper level.
• •Maintain a Warm and Welcoming Voice: Whether it's an Instagram caption or a product description, the tone should feel like a personal invitation to share in something special, reflecting the hospitable nature of Ethiopian coffee culture.
• •Be Transparent and Value-Driven: Clearly communicate your commitment to 100% Ethiopian coffee, fair practices, and healthy products. This builds trust and appeals to consumers who share these values.

Social Perception

Customers interested in Ethiopian coffee and the Jebena are likely looking for an authentic cultural experience. There's an appreciation for handmade, traditional items. The brand's explicit stance on fair farmer prices and healthy coffee is likely to be perceived positively by conscious consumers. The story of the founders (an Ethiopian-American artist and her Spanish partner) adds a personal and multicultural dimension that can be appealing. The physical location in Seville offering experiences and cultural events suggests a commitment to genuine engagement beyond just selling products.

Copy Examples

• •Headline: Discover Ethiopia's Soul, One Sip at a Time. Body: More than just coffee, our Black Jebena is an invitation. An invitation to gather, to share, and to experience the ancient tradition of Ethiopian buna. Freshly roasted in Seville, every bean tells a story of heritage and passion. Taste the authenticity. #BlackJebena #EthiopianCoffee #CoffeeCulture #AuthenticFlavors
• •Headline: From the Highlands of Ethiopia to Your Home. Simply. Body: We believe in coffee without the fuss. Just pure, 100% Ethiopian Arabica, roasted with care to bring out its incredible natural aromas – floral, citrus, a hint of chocolate. No complicated jargon, just exceptional coffee, the way it’s been enjoyed for centuries. Explore our Yirgacheffe, Sidamo, and more. #EthiopianOrigin #SimplyCoffee #FreshRoast #BlackJebenaExperience
• •Headline: The Jebena: Not Just a Pot, It's a Welcome. Body: In Ethiopia, the Jebena is the heart of the home, a symbol of hospitality and connection. At Black Jebena, we share this spirit with you. Join us for a traditional coffee ceremony at our Roastery & Gallery in Seville, or bring the warmth of Ethiopian coffee tradition to your own kitchen. #JebenaLove #CommunityCoffee #EthiopianTradition #Hospitality
• •Headline: Coffee That Cares: Good for You, Fair to Farmers. Body: We’re passionate about coffee that’s as honest as it is delicious. That means saying no to harmful roasting methods and yes to fair prices for the dedicated farmers who grow our exceptional Ethiopian beans. Enjoy the pure taste and rich aromas, knowing it’s coffee you can feel good about. #FairTradeCoffee #HealthyCoffee #ConsciousConsumer #EthiopianBeans #BlackJebenaValues
• •Headline: Meet Abezash & Gonzalo: Sharing Our Ethiopia with You. Body: Black Jebena is a story of love – for each other, and for the vibrant culture of Ethiopia. Founded by Ethiopian-American artist Abezash and her partner Gonzalo, we’re dedicated to bringing the authentic tastes, traditions, and artistry of Ethiopia to your cup and your life. Learn our story and explore our coffee. #OurStory #CulturalBridge #PassionForCoffee #EthiopianHeritage #BlackJebena