Brand platform, mission and positioning for a Moscow specialty roastery. A brand that explains its coffee instead of just selling it.
Profile Coffee is the roastery of its founder, Anton Karpov. 12 years behind the bar and the roaster: barista championships, Q-grader training in Colombia, his own roasting business launched in 2020. By 2024: 8 active lots, a subscription, courses, and wholesale supply to 40+ coffee shops in three cities. The brand grew organically, without a clear platform or written positioning.
The product was excellent, but the communication was scattered. The website said one thing, the packaging another, social media a third. Buyers did not understand why they should pay ₽1,200–1,400 for 250 g when the supermarket sells it for ₽400. The brand was not explaining its value.
Develop a brand platform: positioning, mission, values, TOV and communication rules. Give the team one shared language for talking to the audience on the website, on packaging, on social media and at cuppings.
I ran in-depth interviews with the team and analysed competitors and the audience. I developed the positioning "Coffee with names", with openness about origin as the core value. I wrote the mission, the 4 brand pillars, the TOV and the communication principles.
I can help you build the positioning, mission and TOV so that the brand says one thing in every channel.