Verbal Brand identity for speciality coffee company

Founded in 2010, Volcano started with a vintage coffee cart, before moving into a bricks-and-mortar café. Its roastery also has a long-established wholesale side, supplying hundreds of independent cafés, restaurants and WeWork spaces around the UK.

Like all businesses, Volcano has evolved over the years. The team approached me as part of Volcano’s rebrand, looking for help developing a new brand voice.

Before coming to me, they’d already invested in brand strategy and visual brand identity, so had great consumer research to draw on and a clear idea of their market, consumer and the key themes that underpin their success.

I worked with Brand Director Kate Gandhi to further explore Volcano’s verbal identity and how it would fit with the wider rebrand. I created a brand voice guide to help the team write their copy in-house, introducing the core personality traits behind the voice, explaining how to flex the tone of the voice for different touchpoints and providing a basic style guide to help with consistency.

The team then took the brand voice and ran with it, writing new copy for the new website (see below), ads and beyond. I’m particularly proud to see that the line Great Coffee Made Better, which came out of the creative process, made the final cut.