Brand Tone

Passionate & Authentic, Friendly & Welcoming, Educational & Informative, Confident & Quality-Focused, Artisanal & Rooted

Brand Values

• •Quality
• •Authenticity/Heritage
• •Passion for Coffee
• •Craftsmanship

Best Practices

• •Embrace "Mineirês": Subtly incorporate warm, colloquial Portuguese expressions (like "cafezim," "chega pra cá") where appropriate, especially in more informal communications, to reinforce the brand's origin and friendly nature.
• •Make customers feel like they're learning from a passionate friend, not a textbook.
• •Focus on Freshness and Quality: Consistently highlight the "roasted weekly" aspect and the superior quality of specialty beans to build trust and justify the premium nature of the product.
• •Even in more formal announcements, the underlying tone should remain approachable and genuine.

Social Perception

Authenticity, family-oriented, culturally rooted, personal, quality, confidence.

Copy Examples

• •From our Mineira family to yours: anywhere in the country!
• •As good Mineiros, we don't let a visitor leave before having a warm 'cafezim'!
• •We're already warning you that after drinking a cup of specialty coffee, there's no turning back!!!
• •Take the first sip on a journey of flavor you won't forget.
• •At Ogum Cafe, we believe in coffee that tells a story – of its origin, its roast, its 'Mineira' soul.