Helping a precision coffee tech brand find its voice: one that’s bold and vibrant — just like the perfect shot of espresso

PUQ is the umbrella brand behind PUQ Press, the automatic coffee tamper that’s quietly become a category-defining tool in the world of specialty coffee. Driven by a dedication to precision and craft, the team behind PUQ is small, passionate and proudly based in the Netherlands, though many baristas assume the brand is Australian. Why? Most likely because baristas across Australia (the island nation famously dependent on their flat whites) adopted it so quickly, the tool became local lore. Laidback and easygoing, yet unwavering in their commitment to coffee… you could say Aussies and specialty baristas have a few things in common.

That association stuck, and a fateful Google search for “Australian copywriter in Amsterdam” led them to me. I joined the team at a critical growth moment, as the brand was expanding from one genre-defining product to an entire suite of precision tools. My role? To help turn a strong hunch into a strategic voice. I supported PUQ through tone of voice development, naming strategy and brand storytelling: helping bring the brand’s origin story to life on their new website, and flexing their new voice with initial digital copy.