In an earlier post, I wrote about keeping your website copy authentic and true to your brand’s personality.
Here’s a coffee cup sleeve from JJ Bean, one of my favourite coffee roasters in Vancouver.
“Cupping: IT’S NOT WHAT YOU THINK. Cupping is the process where JJ Bean staff grind, smell, slurp, savour and select wanna-be coffees for our cafés. Sure, it’s a chance for staff to geek out, but it’s also how the best tasting coffee ends up in your cup. (Cupping…still sounds funny.)”
This is not something you’d find on a Starbucks “As I see it” cup.
This copy works because it’s fun and cheeky, and tells us that JJ Bean is willing to take some chances and experiment. The copy also conveys JJ Bean’s dedication to quality and finding the perfect bean.
Reading this, you can imagine the clientele: artists, free agents, urban hipsters, professionals, and anyone who really knows coffee and is willing to go out of their way to get a cup (like I did the other day while downtown).
You can also imagine what part of Vancouver you might find a JJ Bean in: downtown, urban neighbourhoods, and markets. (Though I told the guy brewing my coffee they really ought to consider opening a store in South Surrey where we could use a boutique coffee shop.)
JJ Bean’s website isn’t quite as cheeky, but is written honestly and sincerely, and shows a passion for the company’s roots. The telephone poles and wires, and Victoria at Powell street signs add an urban, edgy touch.
If you crave JJ Bean coffee close to home, why not drop in on Small Ritual Coffee Society. We press JJ’s beans exclusively. Of course, we’re not in upscale South Surrey, but we are just down the block in White Rock…