Brand Tone

Passionate, Educational, and Authentic, conveying deep love for coffee, commitment to elevating consumer knowledge, and transparency rooted in family history.

Brand Values

• •Quality and Excellence
• •Sustainability and Social Responsibility
• •Connection and Community
• •Heritage and Innovation

Best Practices

• •Lead with the Story: Every piece of copy should reinforce the brand's narrative, connecting the coffee to its origin, farmer, or family history through storytelling.
• •Balance Passion with Education: Use evocative, passionate language while backing it up with educational content to empower customers and build trust.
• •Emphasize "We" and "Our": Use plural pronouns to reinforce values of community and collaboration, making the brand feel more human and less corporate.
• •Frame "Fair Payment" as a Standard, Not a Charity: Position price premiums as non-negotiable payment for high-quality work, portraying farmers as skilled partners and the brand as an ethical business leader.
• •Maintain a Premium but Inclusive Voice: Reflect high quality with sophisticated descriptions and tasting notes, while remaining welcoming and making specialty coffee approachable for all levels of expertise.

Social Perception

High-Quality and Prestigious, viewed as a benchmark for specialty coffee; Authentic and Trustworthy due to direct links to farms and ethical sourcing; Aspirational yet Accessible with a sophisticated but welcoming atmosphere; Pioneering in elevating the local coffee scene.

Copy Examples

• •Not all coffee is created equal. This limited edition Caturra, grown at 2,000 meters by the Ortiz family, represents the best of our allied producer program. With notes of jasmine, tangerine, and panela, it’s more than a coffee—it’s the story of a community rebuilding its future through quality. Every bean is a testament to their dedication, and every cup supports a fairer coffee chain. Available online for a limited time. #PergaminoCafe #CoffeeWithAStory #ColombianSpecialtyCoffee #DirectTrade
• •Remember that first sip of truly great coffee? The one that changed everything? We chase that feeling every day—from our family farm in Santa Bárbara to the remote mountains where our allied producers work their magic. This week, we invite you to go deeper with our new blog post: 'Understanding Extraction: The Secret to a Perfect Brew at Home.' Plus, explore our curated kits and find the perfect coffee that tells your story. #BrewWithPergamino
• •Freshly roasted on our farms and delivered to your door. We connect you directly to the source, ensuring every cup is packed with flavor and fairness. Discover the taste of true origin.
• •A coffee that tastes like hope. Grown by the Inga community in Aponte, this unique Honey-processed Caturra is a triumph of resilience. By choosing this coffee, you support a community using specialty agriculture to create a sustainable future. Expect a complex cup with a silky body, bright notes of red berries, and a sweet caramel finish. It’s a coffee that does good and tastes even better.
• •For generations, Colombia’s best coffee left the country. We decided to change that. We’re PERGAMINO, a family of coffee growers dedicated to sharing the incredible diversity of our land with you. From our family to our 1,500 allied producers, we work to ensure that passion, quality, and fairness are in every cup. This is more than coffee. This is our heritage. #PergaminoColombia #FromFarmToCup