Brand Tone

Passionate & Enthusiastic, Friendly & Approachable, Informative & Educational, Quality-Focused & Meticulous, Community-Oriented & Supportive of Local Culture, Playful & Whimsical

Brand Values

• •Quality
• •Passion
• •Education & Sharing Knowledge
• •Craftsmanship
• •Community
• •Accessibility
• •Innovation/Exploration

Best Practices

• •Develop a Brand Voice Guide: Document the core elements of Little Whale's tone (passionate, informative, friendly, quality-focused) with examples of do's and don'ts for internal and external communications. Include key messaging points about local roasting, light roast focus, and community.
• •Embrace the "Passionate Expert" Persona: All copy should radiate genuine enthusiasm for coffee, combined with deep knowledge. Avoid overly technical jargon unless explained clearly, making expertise accessible.
• •Storytelling is Key: Weave the founder's passion, the journey of the beans, and the stories of collaborations (like with local artists) into product descriptions, social media, and blog posts. This humanizes the brand and connects with customers on an emotional level.
• •Maintain Bilingual Consistency (if applicable): If catering to both English and Chinese-speaking audiences, ensure the tone and key messages are consistently conveyed in both languages, reflecting cultural nuances where appropriate while staying true to the core brand voice.
• •Educate and Inspire, Don't Just Sell: Frame content around helping customers learn and discover. Whether it's a brewing tip, an explanation of a flavor note, or an invitation to a workshop, the goal should be to enrich their coffee experience, fostering loyalty beyond just transactions.

Social Perception

Positive Reputation, Advocate for Hand-Brewed Coffee, Supporter of Local Arts, Knowledgeable Resource, Focused on Specialty & Light Roasts

Copy Examples

• •🐋 Dive into a new dimension of flavor! Our latest single-origin from Ethiopia just landed – expect bright citrus notes and a floral aroma that will transport you. Hand-roasted with passion, right here in Hong Kong. Explore the extraordinary. #LittleWhaleCoffee #HKCoffee #SpecialtyCoffee #NewRoast #CoffeeAdventure
• •Unlock the secrets of the perfect brew. Join our Little Whale Coffee workshops! From cupping fundamentals to mastering your pour-over, our passionate experts are here to guide your coffee journey. Taste, learn, and connect. [Link to Workshop Page]
• •Experience coffee royalty. Our [Farm Name] Geisha is a masterpiece of nature and meticulous roasting. Discover delicate notes of jasmine, bergamot, and a honey-like sweetness. This is more than coffee; it's an event. Limited availability – savor the exceptional. [Link to Product]
• •(Video of beans being roasted) "The heart of Little Whale: transforming green gold into liquid poetry. Our roaster, Henry, meticulously crafts each batch to bring out its unique soul." (Photo of cupping session) "Quality check! Every roast is cupped to ensure it meets our (and your!) highest standards. Passion in every sip!" (Text overlay with Q&A box) "Curious about our light roasts? Ask us anything! 👇 #HKCoffeeRoaster #LittleWhaleSecrets"
• •Discover Your Next Favourite Coffee + A Little Whale Surprise Inside! (Body snippet): At Little Whale, we believe every cup tells a story. This week, we're thrilled to share [New Bean/Product] with you, a coffee that speaks of [Origin Story/Flavor Profile]. Plus, find a special thank you for being part of our coffee-loving community..."