Brand Tone

Elegant & Sophisticated, Calm & Soothing, Natural & Authentic, Approachable & Passionate

Brand Values

• •Quality
• •Natural Ingredients
• •Customer Experience
• •Authenticity
• •Aesthetic Appeal
• •Heritage & Modernity

Best Practices

• •Emphasize Quality & Natural Origins: Always highlight the premium nature of the ingredients, whether it's the tea leaves or the soy wax and natural oils in the candles. Use words like "premium," "finest," "natural," "authentic."
• •Evoke Sensory Experiences: Describe the aromas, tastes, and the feeling of drinking the tea or lighting a candle. Use evocative language that appeals to the senses – "soothing aroma," "rich colour," "delicate flavor," "gentle flicker."
• •Maintain an Elegant & Calm Voice: Keep the language sophisticated but accessible. Avoid overly casual slang or hype. The tone should feel reassuring, peaceful, and refined.
• •Connect with the "Rediscovery" Theme: Frame the experience as an opportunity for customers to rediscover the simple pleasures and benefits of tea in a modern way, aligning with the brand's goal.
• •Visually Align Copy with Imagery: Ensure that the copy complements the clean, modern, and aesthetically pleasing visuals used on the website and social media. The words should enhance the visual story of elegance and natural simplicity.

Social Perception

High-Quality Products, Enjoyable Experience, Trustworthy

Copy Examples

• •Instagram Post (Image: A steaming mug of Earl Grey tea next to a book and a Citea candle): Elevate your afternoon. Our classic Earl Grey, rich with bergamot and crafted from the finest leaves, offers a timeless escape. Paired with the gentle flicker of our natural soy wax candle, it’s more than tea – it’s a ritual. Rediscover your moment. #Citea #EarlGrey #TeaTime #NaturalCandles #PremiumTea
• •Website Homepage Banner (Image: A colorful flat lay of different Citea tea packages): Every Day Tea, Elevated. At Citea, we believe in the simple elegance of a perfect cup. Explore our curated collection of premium loose leaf teas and natural soy candles, designed to bring authentic aromas and a touch of modern classic to your daily ritual. Taste the passion. #CiteaShop #PremiumTea #ArtisanTea #FamilyOwned
• •Facebook Ad (Carousel showing different tea types – black, green, herbal): From invigorating mornings to tranquil evenings, discover the Citea blend that speaks to you. As a family-owned business, we pour our love for natural tea into every selection. Experience premium taste and authentic aromas. Which will be your new favorite? Shop now and enjoy free shipping on orders over $25. #Citea #NaturalTea #HerbalTea #BlackTea #GreenTea #ShopSmall
• •Product Description (For "Relax" Herbal Tea): Unwind and find your calm with Citea’s ‘Relax’ herbal infusion. A thoughtfully crafted blend of nature's finest soothing herbs, designed to gently ease tension and prepare you for a restful moment. Caffeine-free and full of delicate flavor, it’s your invitation to breathe deeply. Embrace tranquility. #CiteaRelax #HerbalTea #NaturalWellness #SelfCare
• •Email Newsletter Snippet (Subject: A Modern Take on Timeless Classics): Dear Tea Lover, At Citea, our Ukrainian-Canadian heritage and deep love for natural tea inspire everything we do. We’re passionate about helping you rediscover the joy of this centuries-old drink through our premium selections and vibrant, modern aesthetic. Explore our newest arrivals and find an everyday tea, elevated. Click here to explore.