Brand Tone

Passionate, Authentic, and Educational

Brand Values

• •Conservation and Biodiversity
• •Quality and Excellence
• •Heritage and Tradition
• •Sustainability and Responsibility
• •Gratitude

Best Practices

• •Lead with a 'Why': Always connect the product back to the core values. Every coffee has a story rooted in conservation, heritage, or quality. Start the copy by highlighting this purpose before describing the product features.
• •Use Sensory and Evocative Language: Describe flavors and aromas with rich, specific detail (e.g., 'notes of red wine,' 'bright, vibrant acidity,' 'creamy body'). This elevates the perception of quality and helps customers imagine the experience.
• •Weave in the 'Gratitude' Theme: Use words like 'gratitude,' 'tribute,' 'honor,' and 'respect' when talking about the land, the farmers, and the coffee itself. This reinforces the brand's authentic, nature-centric voice.
• •Educate, Don't Just Sell: Use copy as a tool to teach customers about coffee—different varieties, processing methods, and what makes a coffee 'specialty.' This builds brand authority and helps consumers appreciate the premium they pay.
• •Show, Don't Just Tell, Your Commitment: Instead of just saying 'we are sustainable,' use concrete facts and figures. Mentioning '70% of our farms are natural reserves' or a 'fourth-generation family' is far more powerful and believable.

Social Perception

Premium, ethical, and trustworthy artisanal brand

Copy Examples

• •More than a coffee, it's a commitment. Every bag of Madre Selva is a tribute to the Colombian ecosystems we protect. With 70% of our farms dedicated to natural reserves, your morning cup helps provide a home for species like the spectacled bear. Taste the harmony of conservation. #CafeMadreSelva #ConservationCoffee #SpecialtyCoffee #Biodiversity
• •A Century of Tradition in Every Sip. From our fourth-generation family farms in Antioquia to your cup. Discover the rich, complex notes of our Finca La Reserva specialty coffee, a result of 100 years of passion and sustainable cultivation. Experience the true taste of Colombia. Shop now for 15% off your first order.
• •Gratitude for the Land. Excellence in the Cup. This is Madre Selva.
• •Taste Our New Harvest: An 88-Point Pink Bourbon with a Purpose.
• •An experience for the adventurous palate. Our Bourbon Rojo undergoes a 120-hour anaerobic fermentation to unlock exquisite notes of red wine, dark chocolate, and caramelized red fruits. It's a bold, intense, and unforgettable reflection of our dedication to innovative processing and authentic flavor.