Tono de Marca

approachable, knowledgeable, and community-centric

Valores de Marca

• •Quality and Craft
• •Accessibility and Education
• •Community and Local Focus
• •Honesty and Simplicity

Mejores Prácticas

• •Always Be Helpful: Frame content around solving a problem or answering a question for the customer (e.g., "How do I choose the right bean?" "What's the best way to brew this?"). This reinforces the brand's knowledgeable and approachable values.
• •Keep it Simple and Direct: Avoid overly technical jargon or marketing buzzwords. Use clear, concise language that gets straight to the point, just like the website's explanations and ordering process.
• •Emphasize "Fresh" and "Local": These are key differentiators. Consistently mention "on-demand roasting," "small-batch," and the "Killarney neighborhood" to reinforce the brand's core identity.
• •Use a Passionate, Not Pretentious, Voice: Talk about coffee like a craft you love, not a science you've perfected. Share your enthusiasm in a way that invites customers in, rather than talking down to them. The "Mmm... fresh coffee..." line is a perfect example of this.
• •Bridge the Digital and Physical: Regularly connect online communications to the physical experience. Mention the coffee pickup box in Instagram posts and reference the local community on the website to create a cohesive brand world.

Percepción Social

The public perception appears to be very positive, albeit within a niche, local market. Customers and community members see 28Beans as a source of high-quality, expertly roasted coffee. The owner is viewed as a "spectacularly talented coffee roaster" who is knowledgeable and dedicated to his craft. This perception positions the brand as a trusted, high-skill, yet unpretentious local artisan.

Ejemplos de Copy

• •Meet our new single-origin from Timor. It’s got smooth, earthy notes that are perfect for your morning French press. We roast it fresh the moment you order. The coffee box is stocked, or you can grab a bag online. Your daily ritual just got an upgrade.
• •Can't decide? Our House Blend is your answer. We've combined beans to create a balanced, crowd-pleasing cup that's smooth enough for your first sip of the day and rich enough for a midday boost. Roasted on demand in our Killarney roastery, because fresh is the only way to go.
• •Tired of stale, supermarket coffee? We are too. 28Beans is your neighborhood roaster in Killarney, Calgary, offering small-batch, on-demand roasted beans. Order online and pick up from our self-serve coffee box tomorrow. Great coffee, no fuss.
• •Subject: Is your grinder hurting your coffee? | We break down the difference between blade and burr grinders to help you get the best flavor from your beans. A great cup of coffee starts with a great grind. Let's make sure you're getting it right.
• •The best smells in Calgary are coming from our roaster today. We're roasting a fresh batch of our Bali Blue Moon for this week's online orders. There's nothing better than coffee roasted just for you.