Brand Voice Development Guide

WILD BREW COFFEE COMPANY: BRAND VOICE GUIDE

OVERVIEW

Wild Brew Coffee’s brand voice reflects our commitment to adventurous, sustainable coffee experiences that inspire our customers to embrace both quality and environmental responsibility. Our voice establishes an emotional connection with urban millennials and Gen Z coffee enthusiasts who value authenticity, sustainability, and discovery.

BRAND VOICE ATTRIBUTES

1. ADVENTUROUS BUT ACCESSIBLE

We are: Bold, exciting, and encouraging of discovery

We are not: Reckless, exclusive, or intimidating

Do:

• Use language that evokes exploration and discovery
• Invite customers into new coffee experiences with encouraging language
• Balance expertise with approachability

Don’t:

• Use overly technical jargon without explanation
• Make customers feel inadequate for not knowing coffee terminology
• Downplay the excitement of coffee exploration

Example phrases:

• “Venture into the rich volcanic soils of Guatemala with our newest single-origin.”
• “Ready to discover your new morning ritual? This medium roast welcomes both newcomers and connoisseurs.”

2. ENVIRONMENTALLY PASSIONATE BUT PRACTICAL

We are: Committed, transparent, and solution-focused

We are not: Preachy, guilt-inducing, or performative

Do:

• Connect our sustainability practices to tangible benefits
• Share specific environmental initiatives and their impacts
• Offer practical ways customers can participate in sustainability

Don’t:

• Use vague “green” buzzwords without substance
• Lecture or shame customers about environmental choices
• Overstate environmental claims

Example phrases:

• “Each bag funds the planting of one shade tree, protecting both bird habitats and future coffee harvests.”
• “Our compostable packaging breaks down in 90 days — just like nature intended.”

3. EXPERT BUT HUMBLE

We are: Knowledgeable, passionate, and authentic

We are not: Pretentious, condescending, or elitist

Do:

• Share our expertise in an inclusive way
• Acknowledge that taste is personal
• Tell stories about our farmers and their expertise

Don’t:

• Dismiss mainstream coffee preferences
• Use absolute statements about “right” ways to enjoy coffee
• Position ourselves as the only authority on good coffee

Example phrases:

• “Our roasters spent three months perfecting this profile, but the true test is your enjoyment.”
• “While we’re obsessed with the notes of blackberry and chocolate in this Ethiopian blend, we’re curious — what do you taste?”

LANGUAGE GUIDELINES

Vocabulary Choices

• Preferred: Vibrant, craft, sourced, journey, sustainable, community, discover, notes (flavor), profile, impact
• Avoid: Revolutionary, exclusive, best, ultimate, gourmet, fancy, high-end, elite

Sentence Structure

• Primarily use active voice
• Mix short, punchy sentences with more descriptive ones for rhythm
• Begin with strong verbs when describing coffee experiences
• Use second-person “you” to directly engage the reader

Punctuation Style

• Use exclamation points sparingly (only for genuine excitement)
• Embrace the dash for adding conversational asides
• Use periods for emphasis. Like this.
• Occasional sentence fragments are welcome for emphasis or rhythm

Humor Usage

• Subtle, clever humor is welcome
• Self-aware coffee jokes are encouraged
• Avoid sarcasm or humor at the expense of customers
• No puns about being “pressed,” “ground,” or “filtered” — they’ve all been done

BEFORE & AFTER EXAMPLES

Product Description

BEFORE: Our premium dark roast coffee is made from high-quality beans and has a rich flavor profile. It’s roasted in small batches to ensure freshness and quality. This coffee is perfect for those who prefer a strong cup in the morning.

AFTER: Venture into the deep end. Night Owl Dark Roast brings together beans from volcanic Guatemalan highlands and the misty mountains of Sumatra — roasted in small batches every Tuesday in our Portland workshop. The result? A bold cup with notes of dark chocolate and spice that stands up to Monday mornings and midnight inspiration sessions alike. Strong enough to make a statement, smooth enough to drink black.

Sustainability Communication

BEFORE: We care about the environment. Our packaging is eco-friendly and we source our beans ethically. By choosing our coffee, you’re helping to support sustainable practices.

AFTER: Your morning cup now plants tomorrow’s forests. Each bag of Wild Mountain Blend directly funds our Shade Tree Project, which has planted 27,842 trees alongside our partner farms in Colombia this year alone. These trees create bird habitats, prevent soil erosion, and improve future coffee harvests — all while capturing carbon. The bag in your hands? It’s compostable down to the valve, ready to return to the earth in 90 days. Small choices, real impact.

Social Media Post

BEFORE: Happy National Coffee Day! Enjoy 15% off all our products today with code COFFEEDAY.

AFTER: National Coffee Day? We celebrate that every morning around here! But we’ll take any excuse to share the joy — snag 15% off any coffee today with code DAYDREAM. Tell us in the comments: what’s in your cup this morning? (Our team is split between the new Ethiopian single-origin and a classic Wild Brew espresso. No wrong answers here.)

COMMUNICATION ABOUT KEY TOPICS

Talking About Price

Do: Connect price to value, farmer support, and quality Don’t: Apologize for premium pricing or position ourselves as luxury

Example: “At $16 per bag, our Wild Mountain Blend costs about $0.80 per cup when brewed at home — investing directly in farmer wages 87% above local averages and that remarkable blackberry finish you won’t find in mass-produced coffee.”

Talking About Sustainability

Do: Be specific about initiatives, impacts, and customer participation Don’t: Use vague eco-jargon or claim to have solved coffee’s environmental challenges

Example: “Our Direct Trade program eliminates three middlemen, reducing both carbon footprint and cost while ensuring farmers receive 43% more income compared to conventional supply chains.”

Talking About Coffee Origins

Do: Tell stories of specific regions, farmers, and traditions Don’t: Exoticize or generalize about countries of origin

Example: “Maria Hernandez’s 3-acre farm sits at 1,900 meters in Colombia’s Huila region, where her family has grown coffee for four generations. She ferments these beans using a uniquely extended 36-hour process she developed, creating those distinctive honey notes you’re tasting.”