Brand Tone

Expert, Authoritative, Passionate, Enthusiastic, Premium, Sophisticated, Educational, Informative, Ethical, Transparent, Community-Oriented

Brand Values

• •Quality
• •Innovation
• •Sustainability
• •Education
• •Community
• •Passion
• •Transparency

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the identified tone (Expert, Passionate, Premium, Educational, Ethical, Community-Oriented), key messaging pillars, approved terminology, and "do's and don'ts" for language. Share this with anyone creating content.
• •Prioritize Education and Storytelling: Infuse copy with interesting facts, origin details, brewing tips, or the stories behind the beans and the people who grow them. This reinforces expertise and passion.
• •Maintain a Premium Lexicon with Clarity: Use sophisticated and descriptive language that reflects the quality of the coffee, but ensure it remains accessible and understandable to the target audience. Avoid overly technical jargon without explanation.
• •Emphasize Ethical Sourcing and Impact: Consistently weave in messages about direct trade, sustainability, and community initiatives. This builds trust and resonates with conscious consumers, reinforcing core values.
• •Review and Refine Regularly: Periodically audit website copy, social media posts, and marketing materials to ensure they align with the defined brand tone and values. Adapt as the brand evolves, but always with the core identity in mind.

Social Perception

A leader in the specialty coffee industry, A provider of exceptional and often unique coffees, Highly knowledgeable and expert, Ethically minded, Associated with Sasa Sestic, A premium brand, Innovative and pushing boundaries

Copy Examples

• •Discover Huehuetenango's Hidden Gem. Immerse yourself in the vibrant spirit of Guatemala with our latest single origin release. Cultivated by the dedicated Ramirez family at 1800 MASL, this Red Bourbon lot was meticulously washed and sun-dried, unlocking captivating notes of candied orange, milk chocolate, and a delicate floral finish. We've worked directly with the Ramirez family for three seasons, fostering a partnership built on quality and shared passion. Explore the story and taste the difference. Link in bio for brewing guides and to secure your bag. #ONACoffee #SingleOrigin #GuatemalaHuehuetenango #DirectTrade #SpecialtyCoffee #NewRelease
• •Your Journey to Coffee Mastery Starts Here. Elevate your daily ritual with an ONA Coffee subscription. Experience a curated selection of the world's finest beans, roasted to perfection in Canberra and delivered to your door. From rare microlots to our signature blends, explore the pinnacle of flavour and learn the stories behind every cup. Subscribe and Save 10% + Free Shipping.
• •Partner with Passion. Elevate Your Cafe's Coffee Offering. At ONA Coffee, we're more than just suppliers; we're collaborators dedicated to your success. Access our award-winning beans, world-class training programs, and ongoing support to create unforgettable coffee experiences for your customers. Discover why leading cafes across Australia choose ONA. Learn more about our Wholesale Program: [Link]
• •The Founder: A Testament to Balance and Complexity. Crafted by World Barista Champion Sasa Sestic, 'The Founder' blend is our cornerstone, embodying our relentless pursuit of the perfect cup. This harmonious fusion of [mention 2-3 key origin components if desired, e.g., Ethiopian Yirgacheffe, Colombian Inza, and Brazilian Daterra] delivers a consistently exceptional experience, whether as an espresso or with milk. Expect rich notes of dark chocolate, roasted almond, and a sweet stone fruit finish. A true expression of ONA's dedication to quality and flavour innovation.
• •More Than Just Coffee: Our Commitment to a Sustainable Future. This month, we're proud to share an update from our direct trade partners in [Country]. Through Project [Name], we've [mention a specific achievement, e.g., 'helped fund the construction of new drying beds, significantly improving quality and farmer income']. At ONA, every bean tells a story of ethical sourcing and a commitment to empowering our producing communities. Read the full impact report on our blog: [Link] #ONASustainability #DirectTrade #EthicalCoffee