Fluffy Café: Brand Voice & Copywriting

Fluffy Café: Brand Voice & Copywriting

The Challenge:

Fluffy Café approached me to help develop their brand voice and create some web copy that would set the tone for their yet-to-open café. The challenge? The copy needed to stay relatively open-ended as they were still finalizing their menu and continuing their hunt for the perfect location. With only a mission statement to guide me, I had to craft an "About Us" page that captured their vision and excited future customers while leaving room for future developments. 

Their key points: providing health-forward pastries paired with third-wave coffee, without sacrificing taste or 
he Challenge:
Fluffy Café needed an “About Us” page that would set the tone for their brand and excite potential customers—but the café didn’t exist yet! With no renovated space, no finalized menu, and only a mission statement to guide me, I had to craft a compelling story that captured their vision while leaving room for their future development.
and some web copy for their soon-to-open café. Their vision was clear: to create a space where coffee lovers and foodies could enjoy plant-based treats without compromising on flavor. The. challlenge? My job was to craft an “About Us” page that conveyed their personality, mission, and offerings in a way that would resonate with their target audience.

My Approach:

• I focused on creating a warm, conversational tone to reflect the café’s inviting atmosphere (and combat the stigma that third wave cafés are exclusionary)!
• To appeal to a broad audience—vegans, plant-curious individuals, and those looking to eat healthier—I avoided niche or preachy language, keeping the messaging relatable.
• I highlighted Fluffy’s unique selling points: their commitment to sustainability, gourmet plant-based options, and the use of local and homemade ingredients.

The Result:
The final copy brings Fluffy’s mission to life, emphasizing their focus on flavor, sustainability, and community. It introduces their offerings in a way that excites potential customers while aligning with the café’s brand values.

Here’s an excerpt from the piece:

Hey there! Welcome to Fluffy. We’re a bunch of coffee nerds and foodies who saw a gap in the café scene: where were the spots serving good-tasting, good-for-you coffee and pastries? We decided to do something about it…

Want to collaborate on crafting your brand’s story? Let’s chat!

Here’s the revised portfolio case study, incorporating the challenge of working with limited information:

Fluffy Café: Brand Voice & Copywriting

The Challenge:
Fluffy Café needed an “About Us” page that would set the tone for their brand and excite potential customers—but the café didn’t exist yet! With no renovated space, no finalized menu, and only a mission statement to guide me, I had to craft a compelling story that captured their vision while leaving room for their future development.

My Approach:

• I leaned into the café’s mission to create a warm, approachable, and plant-based café experience, using their values as the foundation for the tone and messaging.
• To make the bio engaging and relatable, I emphasized their unique selling points: a focus on gourmet, sustainable offerings and an inclusive vibe for all types of customers.
• I crafted descriptive but flexible language that could evolve as Fluffy’s menu and space came to life.

The Result:
The final copy captures the heart of Fluffy Café: fun, inviting, and mission-driven. It highlights their commitment to good-for-you food, sustainability, and the joy of delicious, plant-based living.

Here’s an excerpt:

Hey there! Welcome to Fluffy. We’re a bunch of coffee nerds and foodies who saw a gap in the café scene: where were the spots serving good-tasting, good-for-you pastries? We decided to do something about it: at Fluffy, we’re all about that plant-based life. But don’t worry—this isn’t your typical “healthy” café where flavour takes a backseat. Our mission? To show the world that eating clean and being kind to the planet can taste amazing.

Here’s what you can expect:

- Rotating beans sourced from sustainable third-wave roasters  
- All the classic coffee drinks you know and creative new ones you'll quickly fall in love with, crafted with alternative milks made in-house 
- Freshly baked goods made with wholesome, nutritious local ingredients

Whether you’re vegan, plant-curious, or just looking to eat a little better, we’ve got something for you. Let’s make the world a more delicious, sustainable place—one cup and pastry at a time.

Want to collaborate on telling your brand’s story, no matter what stage it’s in? Let’s connect!