Brand Tone

Passionate, Authentic & Genuine, Community-focused & Friendly, Knowledgeable & Craft-oriented, Slightly Playful/Witty, Down-to-earth

Brand Values

• •Quality
• •Passion
• •Community
• •Authenticity
• •Sustainability/Local Focus
• •Craftsmanship

Best Practices

• •Always Weave in the "Why": Remind the audience of the passion for both coffee and cycling that underpins the brand. Whether it's a product description or an event announcement, connecting it back to these core passions reinforces authenticity.
• •Speak Like a Knowledgeable Friend, Not a Distant Expert: Share details about coffee origins, roasting processes, and flavor notes in an accessible, enthusiastic, and approachable way. Avoid overly technical jargon unless explained.
• •Embrace the Cycling Vernacular (Subtly): Use cycling-related terms or metaphors where appropriate and natural, but don't overdo it to the point of alienating non-cyclists who still appreciate good coffee. The brand name itself is a great example.
• •Highlight Community and Local Connection: Regularly feature stories about local deliveries, community event participation, or partnerships with local businesses. This reinforces the friendly, community-focused aspect of the brand.
• •Maintain Authenticity and a Personal Touch: Continue to feature the owner's voice and presence where appropriate. Share behind-the-scenes content. This builds trust and makes the brand feel more human and less corporate.

Social Perception

High-Quality Coffee, Authentic and Passionate Owner, Community-Oriented, Reliable and Recommended, Unique Niche

Copy Examples

• •Instagram Post (Image: Close-up of freshly roasted beans with a bicycle in the blurred background): Fuel your ride, awaken your senses. Our [Coffee Name] beans are small-batch roasted right here in Victoria, bringing out notes of [flavour note 1] and [flavour note 2]. Perfect for that pre-ride espresso or post-adventure brew. Link in bio to grab a bag – and yes, we still deliver by bike! #ElevenSpeedCoffee #SpecialtyCoffee #VictoriaBC #CyclingLife #FreshRoast
• •Website Banner (Homepage): Eleven Speed Coffee: Where Passion for Cycling Meets the Craft of Coffee. Discover specialty grade beans, roasted daily in Victoria, BC. Taste the dedication in every cup. [Shop Now Button]
• •Facebook Ad (Targeting cycling enthusiasts in the Victoria area): Victoria cyclists, we get it. The perfect ride deserves the perfect coffee. At Eleven Speed, we combine our love for two wheels with our obsession for exceptional beans. Supporting local rides and roasting the freshest coffee daily. Find your new favourite blend! #SupportLocalVic #BikeVictoria #CoffeeLovers #SmallBatchGoodness
• •Product Description (For a new single-origin coffee): Meet our latest obsession: [Single-Origin Name] from [Region]. We've carefully roasted these specialty grade beans to let their true story shine – expect bright notes of [flavour note], a hint of [flavour note], and a finish that will have you dreaming of your next adventure. Roasted with passion, delivered with care (often by bike!). #CraftCoffee #SingleOrigin #EthicalSourcing #RideAndRoast
• •Email Newsletter Snippet (Announcing a community event sponsorship): Gear up, coffee crew! We're thrilled to be fueling the upcoming [Local Cycling Event Name]! Swing by our pop-up for a complimentary espresso shot and cheer on the riders. At Eleven Speed, community is everything, and we love sharing our passion for great coffee and good rides. See you there! #CommunityFirst #CyclingEvents #VictoriaBC #PoweredByElevenSpeed