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Wednesday, October 28, 2026Wrenfield Coffee · Alex Morgan ·
Heraldic
Run by the Copy desk

The copy desk

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A figure or promise. It can't be used until it has a source.

Brief the desk

Who it's for, what it should say or show, and anything to avoid.

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What it's for.

Voice and tone

Wrenfield Coffee roasts small lots every Monday and ships them by Thursday, for people who brew good coffee at home.

Aug 29

How we sound

  • Warm and unfussy, like a good barista on a slow morning
    Aug 29
  • Specific about the coffee; modest about ourselves
    Aug 29
  • Talks to home brewers as fellow enthusiasts, never as beginners
    Aug 29

Always

  • Name the roast date and where the coffee comes from
    Aug 29
  • Show our own coffee and kit, not stock café imagery
    Aug 29
  • Lead with how it tastes, then where it's from
    Aug 29

Never

  • Never make health claims
    Aug 29
  • No urgency tricks: countdowns, “only 3 bags left”
    v2 · Oct 21
  • Don't name or disparage other roasters
    Aug 29

Who we talk to

  • Home brewers who buy beans at the grocery store and want something better
    Aug 29
  • Pour-over and espresso enthusiasts who already own good gear
    Aug 29
  • People buying a gift for a coffee lover in November and December
    v2 · Oct 16