Tono de Marca

Educational & Passionate, Curated & Premium, Approachable & Inclusive

Valores de Marca

• •Discovery
• •Quality & Curation
• •Education
• •Accessibility
• •Community

Mejores Prácticas

• •Always position the partner roasters as the heroes. Use copy to tell their stories, highlight their craft, and explain what makes their coffee special. This reinforces the values of community and curation.
• •Use enthusiastic and descriptive language ("vibrant," "beautiful," "exceptional") but avoid overly technical coffee jargon that might intimidate newcomers. The goal is to be an expert guide, not an exclusive club.
• •Use words like "explore," "discover," "journey," and "find." This positions the brand as a tool for adventure and learning, aligning with its core value proposition.
• •Consistently mention that the coffee is "freshly roasted" by "artisan roasters" and "expertly curated" by the Crema team. This builds trust and justifies the premium nature of the service.
• •Ensure that product descriptions, emails, and social posts offer a piece of educational content, whether it's a brewing tip, a tasting note explanation, or a fact about a coffee's origin. This provides tangible value beyond the product itself.

Percepción Social

The brand is perceived as a trustworthy and valuable service for coffee exploration, acting as a gateway for consumers to move into specialty coffee. Its strength lies in variety, allowing users to sample numerous roasters through a convenient subscription. It is viewed as a high-quality 'middleman' or platform, rather than a roaster itself.

Ejemplos de Copy

• •Tired of the same morning coffee? Discover dozens of Australia's finest artisan roasters in one place. Your next favorite brew is waiting.
• •We scour the country for the most passionate roasters and the most beautiful beans. Taste the quality and learn the story behind every coffee you brew.
• •Our mission is to make incredible coffee accessible to everyone. Let us be your guide to a world of flavour. Start your coffee journey with our curated subscription.
• •Freshly roasted. Expertly curated. Delivered to your door. Experience the best of Australia's independent coffee scene with Crema.
• •Don't just drink coffee—understand it. With detailed tasting notes and brew guides, you'll learn to appreciate coffee like never before.