Brand Tone

Expert and passionate, professional and trustworthy, quality-centric.

Brand Values

• •Uncompromising Quality
• •Craftsmanship and Tradition
• •Partnership and Service
• •Transparency and Direct Trade
• •Education

Best Practices

• •Lead with Quality and Craft: Always start with the core message of quality. Use descriptive words that evoke taste, aroma, and the meticulous process (e.g., "gentle drum roasting," "aromatic notes," "perfectly balanced," "artisan craft").
• •Speak as the Expert Partner: Frame the communication in a way that positions the brand as a knowledgeable and reliable partner, not just a seller. Use phrases like "We help you," "Our expertise," and "Your partner in..." to build trust, especially in B2B contexts.
• •Tell the Story Behind the Bean: Consistently weave in the narrative of direct trade, origin, and the roasting process. This reinforces transparency and the value of the product, justifying its premium positioning.
• •Maintain a Professional, Yet Passionate Voice: Avoid overly casual slang or generic marketing buzzwords. The language should be polished and professional, but always infused with a genuine passion for the craft of coffee. Let the expertise and love for the product shine through.
• •Educate, Don't Just Sell: Use every piece of copy as an opportunity to educate the customer. Explain why drum roasting is better, what "single origin" means, or how to taste different notes. This elevates the customer's appreciation and solidifies the brand's authority in the field.

Social Perception

Perceived as a premium local roaster, highly recommended, authentic, and passionate.

Copy Examples

• •Is Your Office Coffee an Expense or an Experience? Elevate your team's daily ritual with Herzog Kaffee. We deliver freshly roasted, specialty coffee that fuels productivity and shows appreciation. More than a supplier, we are your partner in quality. Discover our customized office solutions.
• •Meet our new single origin from the Sidamo region of Ethiopia. Grown at 2000m, these beans are drum-roasted with precision to unfold bright notes of citrus and jasmine. This is not just coffee; it’s a journey in every cup. A testament to our craft and the farmer's dedication. #HerzogKaffee #SpecialtyCoffee #DirectTrade #Roasting
• •Your Partner for Unforgettable Coffee Moments. In gastronomy, every detail counts. Distinguish your establishment with coffee that speaks of quality and craftsmanship. From unique espresso blends to reliable equipment and barista training, we provide a complete solution to delight your guests. Let's create excellence, together.
• •Master the Art of Espresso. Join us at the Röstwerk for our professional barista course. Learn the secrets behind the perfect extraction and flawless milk foam from our master roasters. Whether you're a professional or a passionate enthusiast, this course will transform your understanding of coffee. Limited spots available. Register on our website.
• •Your Brand, Our Roasting Expertise: Private Label Coffee. Create a unique coffee blend that carries your name and our seal of quality. Our master roasters will work with you to develop a signature flavor profile that perfectly represents your brand. From bean selection to custom packaging, we handle every step with meticulous care. Offer your customers an exclusive product roasted to perfection.