Brand Tone

Friendly, Energetic, Authentic, and Community-Oriented

Brand Values

• •Quality
• •Authenticity
• •Tradition & Culture
• •Community & Connection
• •Well-being & Energy
• •Customer Focus & Support
• •Loyalty

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of Freshmate's tone (Friendly, Energetic, Authentic, Community-Focused, Passionate, Modern yet Traditional) with examples of do's and don'ts for all written communication.
• •Use "Mate Lingo" Authentically: Incorporate common Spanish terms related to mate culture naturally within the English copy when appropriate for the target audience (if expanding), or stick to authentic Chilean Spanish for the local market, ensuring it resonates with enthusiasts (e.g., "cebar," "matero," "ronda de mate").
• •Emphasize "We" and "You": Foster a sense of community and direct connection by using inclusive language. Talk with your audience, not at them. Frame Freshmate as a companion in their mate journey.
• •Show, Don't Just Tell, the Passion: Infuse copy with genuine enthusiasm for mate. Share stories, interesting facts, and user experiences that highlight the cultural significance and personal benefits of drinking mate.
• •Be Consistent Across All Channels: Ensure the tone is uniform across the website, social media posts, email marketing, product descriptions, and any customer service interactions. Regularly review content to check for consistency.

Social Perception

Freshmate.cl aims to be perceived as the go-to specialist for quality mate products in Chile. They are likely seen as a modern brand that makes mate accessible and appealing to a younger generation while still honoring its traditional roots. The emphasis on community suggests they are perceived as more than just a retailer, but a hub for mate enthusiasts. The professional photography and active social media engagement project an image of a credible and passionate company.

Copy Examples

• •Instagram Post (Image: Friends sharing mate outdoors): Unlock the power of connection. 🧉✨ There's nothing like sharing stories and good vibes over a Freshmate. Who are you sharing your next mate with? Tag your mate crew! #FreshmateMoments #MateCulture #ShareTheEnergy
• •Website Banner (Homepage): Authentic Mate, Premium Experience. Discover the tradition, taste the quality. Your journey into the world of mate starts here at Freshmate.cl. 🌱
• •Product Description (for a new Yerba Mate blend): Fuel your day, the Freshmate way! 🔥 Our new [Blend Name] Yerba Mate is crafted for those who seek genuine flavor and a natural energy boost. Sustainably sourced, expertly selected – because you deserve the best. Taste the tradition, feel the difference.
• •Email Subject Line (for a promotion): Hey Mate Lover! 👋 Your next favorite mate is waiting (and it’s on offer!). Email Body Snippet: At Freshmate, we're all about bringing you closer to the authentic mate experience. That's why we've handpicked some of our finest selections for you to enjoy...
• •Facebook Ad (targeting new customers): New to Mate? Or a seasoned sipper? 🤔 Freshmate is your home for premium mate, bombillas, and everything you need to enjoy this incredible tradition. Join our community and discover a world of flavor, energy, and connection. Shop now at freshmate.cl! #FreshmateChile #EspecialistasEnMate #MateLovers