Overview
Descriptions worth savouring.
Ember & Oak roast exceptional single origins, but every bag described itself the same way: "rich, smooth, chocolatey." Shoppers couldn't tell a washed Ethiopian from a natural Brazilian — so they bought on price.
I edited the full range for maximum impact: distinct tasting narratives, honest roast-level guidance, and brew recommendations that turn a bag into a ritual. Each description now earns its place on the shelf.
If every product sounds the same, customers shop on price. Difference is margin.
The challenge
Forty SKUs with copy-pasted tasting notes, inconsistent roast scales, and brew advice that contradicted the café's own baristas. Returns spiked whenever expectations missed.
The approach
Cupping sessions with the roasters, then a description template: origin story, flavour arc, roast truth, brew prescription. Every SKU rewritten, then proofed against the actual cup.
Outcome
What the edit delivered.
- Forty descriptions with distinct flavour arcs — no two bags share a sentence.
- A consistent roast scale and brew prescription format customers now quote in reviews.
- Wholesale one-pagers rewritten from the same template for café buyers.
- A style sheet so new origins launch on-voice without another full edit.
