Brand Tone

Passionate, Knowledgeable, Friendly, Community-Focused, Playful

Brand Values

• •Quality
• •Education & Expertise
• •Community
• •Sustainability
• •Innovation
• •Customer Empowerment
• •Direct Sourcing/Trade

Best Practices

• •Speak from a Place of Passion: Infuse genuine enthusiasm for coffee in every piece of communication. Use vivid language to describe flavors, aromas, and the joy of brewing.
• •Educate and Empower, Don't Just Sell: Frame product descriptions and content around how they help the customer achieve a better coffee experience. Share tips, insights, and knowledge freely.
• •Foster a Sense of Community: Use inclusive language ("we," "us," "our community"). Encourage interaction and sharing of experiences. Highlight customer stories or creations when possible.
• •Maintain Authority with Approachability: Showcase expertise confidently but avoid jargon where simpler terms suffice. Be open to questions and aim to make complex coffee topics understandable.
• •Be Visually and Verbally Cohesive: Ensure the playful and creative elements seen in visuals are sometimes subtly reflected in the copy, where appropriate, without undermining the core values of quality and expertise.

Social Perception

Reputable, high-quality, one-stop-shop, expert hub, community contributor

Copy Examples

• •Headline: Unlock the Perfect Brew. Your Journey to Coffee Mastery Starts Here. Body: At Hazel & Hershey, we're more than just roasters – we're your partners in coffee. Explore our curated selection of single-origin beans, precision brewing gear, and expert workshops designed to elevate your home coffee experience. Join our community of passionate coffee lovers today!
• •Headline: From Our Roastery to Your Cup: Taste the Dedication. Body: We meticulously source the world's finest beans and roast them with passion right here in Hong Kong. Discover the nuanced flavors and rich aromas that only truly special coffee can offer. Ready to taste the difference?
• •Headline: More Than Beans. It's a Brewtiful Community. Body: Dive into the vibrant world of specialty coffee with Hazel & Hershey! Whether you're a curious beginner or a seasoned barista, find your tribe through our engaging workshops, shared knowledge, and a mutual love for that perfect cup. Let's brew something amazing together.
• •Headline: Your Home Cafe, Elevated. Body: Dream of barista-quality coffee without leaving your kitchen? Hazel & Hershey provides everything you need – from award-winning beans to the latest brewing gadgets and the know-how to use them. Create your personal coffee haven with us. #HnHHomeBrewBar
• •Headline: Fuel Your Passion. We'll Provide the Coffee (and the Expertise!). Body: For the love of coffee, for the pursuit of perfection. Hazel & Hershey is dedicated to empowering every coffee enthusiast with exceptional beans, innovative tools, and the education to make every cup extraordinary. What will you brew today?