Tono de Marca

Passionate and Activist: The language is driven by a strong sense of purpose and a desire for social change. Words like "justice," "mission," "fairness," and "obligation" are used frequently. The tone is not just about selling coffee but about promoting a movement. Sincere and Story-driven: The brand heavily relies on its origin story and the personal connection to the Tanzanian farmers. This creates an authentic, heartfelt, and transparent tone that aims to build an emotional connection with consumers. Community-Oriented and Resolute: There is a clear "us vs. them" undertone, positioning the brand and its customers as a community fighting against systemic injustice, both in global trade and within the local Hong Kong context. The tone is firm in its convictions, especially regarding its local mission and identity. Educational: The brand takes the time to explain the problems with unfair trade practices and how its model offers a solution. It seeks to inform consumers about the impact of their purchasing decisions.

Valores de Marca

• •Justice and Fairness
• •Ethical Sourcing and Direct Trade
• •Community Empowerment
• •Transparency
• •Quality and Craftsmanship

Mejores Prácticas

• •Always Lead with the "Why": Every piece of copy, from a social media post to a product description, should connect back to the core mission. Start with the values of justice, fairness, and ethical sourcing before diving into the product features.
• •Use Storytelling to Build Connection: Continuously tell and retell the origin story and the stories of the Tanzanian farmers and Hong Kong youth. Personal narratives are more powerful than generic claims of being "ethical." Use names, places, and real experiences.
• •Maintain a "Principled but Passionate" Voice: The tone should be firm in its convictions but warm in its passion. Avoid corporate jargon. Use strong, direct language like "We believe," "Our commitment," and "Join us."
• •Emphasize the Dual Mission: Always balance the two pillars of the brand: the direct trade with Tanzania and the local empowerment in Hong Kong. This dual focus is a unique selling proposition and reinforces the brand's holistic view of "justice."
• •Turn a Purchase into an Action: Frame the act of buying coffee not as a simple transaction, but as a meaningful choice. Use calls-to-action that are empowering, such as "Drink Justly," "Support the Movement," or "Be a Part of the Story." This reinforces the brand's identity as a community-driven cause.

Percepción Social

Principled and Socially Conscious: Customers and supporters perceive Coffee Justice as more than just a coffee company; they see it as a brand with a strong moral compass and a commitment to its stated values. It is viewed as a "良心商家" (conscience-driven business). Supportive of Local Hong Kong Identity: The brand's local mission and its tagline as a "Made-in-Hong-Kong brand" resonate strongly with a customer base that values localism and supports businesses aligned with their social and political views. The news of its potential closure in 2022 was met with significant support, indicating a loyal and engaged following. High-Quality, Niche Product: Among specialty coffee drinkers, it is perceived as a provider of high-quality, single-origin Tanzanian coffee. The focus on local roasting adds to its appeal. Symbol of Resistance: For some, the brand symbolizes a form of resistance against unfair systems. The act of buying their coffee is seen as a "consumption choice" that reflects a commitment to justice. Mentions in media and customer reviews often highlight this symbolic aspect alongside the product's quality.

Ejemplos de Copy

• •Not Just a Bean. A Belief. Each of our Tanzanian AA-grade beans is a promise kept. A promise of fairness to the farmers of Kilimanjaro and a commitment to craft here in Hong Kong. This isn't just coffee. It's what we stand for. #CoffeeJustice #SweatNotBlood #MadeInHongKong
• •Your Morning Coffee Can Change a Life. We started Coffee Justice with one goal: to connect you directly to the hands that grow your coffee. Through our Tanzania Dream Project, we ensure fair pay and support for farming communities. By roasting locally, we invest in Hong Kong's youth. Choose a coffee with a conscience. #DirectTrade #EthicalCoffee #HongKong
• •THE TASTE OF FAIRNESS. From the slopes of Kilimanjaro to our Hong Kong roastery. Every bag sold gives back 10% directly to our farmers. Drink justly.
• •Kilimanjaro Dark Roast - Bold & Righteous: Experience the deep, rich flavour of justice. Our single-origin Tanzanian beans are roasted to a bold, smoky perfection by our team in Hong Kong. With every sip, you'll taste notes of dark chocolate and a hint of a better world—one where coffee is cultivated with sweat, not blood. Perfect for your daily espresso or a powerful French press brew.
• •A Story in Every Cup | This is Why We Do It