Brand Tone

sophisticated, minimalist, and passionate

Brand Values

• •quality
• •craftsmanship
• •origin

Best Practices

• •Embrace Minimalism: Keep copy clean, concise, and focused. Avoid jargon or overly casual language. Let the quality of the product and imagery speak for itself.
• •Lead with Passion and Expertise: Use language that reflects a deep knowledge and love for coffee. Words like "meticulous," "curated," "precision," and "artisan" reinforce brand values.
• •Maintain Visual & Textual Harmony: Ensure that the sophisticated, minimalist tone of the copy is always matched by high-quality, professional photography and clean graphic design.
• •Focus on the Sensory Experience: Describe the coffee using evocative but clear tasting notes (e.g., "bright citrus," "rich cocoa," "floral finish"). This appeals to the connoisseur and educates the novice.
• •Be Consistent Across Languages: While the primary language is Arabic, ensure the English translations maintain the same sophisticated and minimalist tone. Avoid literal translations that might lose the intended nuance.

Social Perception

a premium, respected specialty coffee roaster within the Saudi Arabian coffee community

Copy Examples

• •Experience Ethiopia. Unveiled. Discover the delicate balance of our latest single-origin, Yirgacheffe. Notes of bright citrus and floral jasmine in a clean, crisp cup. Roasted with precision in Riyadh. Available now. Link in bio to explore the collection.
• •The Ritual of the Brew. Precision in every pour. Our curated selection of brewing tools is designed to elevate your home coffee experience. Shop Brewing Essentials.
• •Your Coffee, Perfected. At Mofen, we believe exceptional coffee is a right, not a luxury. From our Riyadh roastery to your cup, we meticulously source and roast the world's finest beans. Taste the difference passion makes. Learn More.
• •Uncompromised quality. Ultimate convenience. Your Mofen moment, anywhere. Shop Drip Coffee.
• •Mofen: The Pursuit of Purity. Born in Riyadh in 2017, Mofen is a specialty coffee roastery dedicated to the art and science of the perfect bean. We build relationships with growers and honor the craft in every batch, bringing a minimalist ethos and a world of flavor to the modern coffee connoisseur.