Fratello Coffee Roasters
Fratello: We are advancing coffee culture by sourcing, roasting and sharing exceptional coffee in Calgary.
Fratello is: HAND MADE • Good enough isn't good enough, just do it RIGHT! • Hand Made • Working with sustainable responsible farmers • Relationships • Pride in our work • Fun • Love teaching and sharing • Fostering the coffee community/culture • Independent
We import only the highest quality coffee from 35 different countries, then roast it like master craftsmen, we sell to only those who want the best.
We have strong relationships with the farmers who grow our coffee in South America, Africa, Asia.
Our customers tend to be young (18-35) year old men, but not entirely. They are edgy, casual, contemporary... willing to spend good money for the best. Our name, Fratello, means BROTHER. My two brothers and I run the company - 2nd generation company. We sell our product mostly to independently owned coffee shops.
Some words that describe us:
Guys, 18-35 years old, contemporary, edgy, skate boarders or single speed pedal bicycles, tattoos. People who live in the city (NYC or San Francisco) - urban, live in lofts, trend setters, willing to spend money on things that are done well. Not formal. Casual. Alternative.
** Look at attatched photo of a guy making coffee on a cool espresso machine. That is a picture of our type of customer.
Here is an fantastic artist with wicked artwork we like:
A lot of the customers would listen to music, enjoy album art work. Many would be listening to LP records again - as they are vintage & analog & better quality then digital recordings. Here is a cool website with tons of cool artwork from albums:
They might appreciate film photography and old vintage cameras as it is more artful & creative then shooting with digital cameras.
Key words: AUTHENTICITY, RANDOM, STREET ART
Companies who are doing coffee & image right:
We need a website & blog.
Our "brand" is random, artful and handmade. Anything goes. We do not have a "logo" or colors that we always use. We change the word mark all the time. We do NOT want to look like a huge, corporate company. More of a local, high end, micro roaster who specializes in HIGH quality.
SIMPLE, edgy, contemporary, cool, design. Photography & video are important elements as we show our customers the connection we have to the ORIGIN of the coffee... where the coffee is grown and WHO grows it. We go to the countries of origin and the story behind each coffee is important.
Our customers are interested in where the coffee is from, the varietal of the coffee plant, who grows it, the taste characteristics, growing conditions, etc. Here is an example of a few companies who do a good job highlighting this:
Our customers are interested in learning all the many different ways to brew coffee & how it changes the taste:
On this website we will talk about our coffee, where we have been, where we are going. We will educate & inform. We need a page for selling our coffee. We need a page for listing the machines & brewing accessories we sell.
We want to be able to incorporate lots of photography.
1) HOME PAGE
3) ABOUT US
** This site needs to work on iPhone & iPad... careful with design ideas that will not work on them. Things like scroll menus versus a simple button that they can touch.
We do not like our website. The blog page is the first page - we like that the blog is always being updated and keeps people coming back, but the rest of the site sucks. Not very edgy or contemporary. Kind of messy.
Links to Twitter & Flickr is good.
We do not want FLASH.
The Online Store sucks. The way we link to "Cup of Excellence" or Direct Trade" or "Espresso Blends" is totally lame. Tiny little images, boring little font, very uninteresting - not at all contemporary.