Brand Tone

warm, inviting, authentic, and mindfully simple

Brand Values

• •Quality and Craftsmanship
• •Simplicity and Functionality
• •Joy in the Everyday
• •Community and Connection
• •Holistic Well-being
• •Cultural Appreciation
• •Authenticity

Best Practices

• •Embrace Simplicity: Use clear, concise language. Avoid overly complex jargon or trendy slang. The message should feel as uncluttered and purposeful as CIBI's design aesthetic.
• •Focus on Sensory Details and Emotion: Describe the feel of a ceramic cup, the aroma of a dish, the warmth of the cafe space. Connect products and experiences to feelings of joy, comfort, and curiosity.
• •Tell Authentic Stories: Share the origins of products, the inspiration behind recipes, or the philosophy of "head, hands, heart." This builds connection and reinforces brand values.
• •Maintain a Gentle, Inviting Voice: Address the audience in a friendly, respectful, and inclusive manner. The tone should feel like a warm conversation with a knowledgeable friend.
• •Be Mindful and Purposeful: Every piece of copy should align with CIBI's core values of quality, everyday joy, and Japanese-inspired living. Reflect the "why" behind what CIBI offers.

Social Perception

Customers and the public generally perceive CIBI very positively. It's often described as a "gem," a "cool space," and a "playground" for lovers of Japanese culture, food, and design.

Copy Examples

• •Welcome the quiet beauty of [Product Name] into your home. Handcrafted in Japan, its simple lines and tactile feel are a gentle reminder to savour the small moments. Perfect for your morning tea or displaying treasured objects. Discover the story behind the craft at CIBI. #CIBIhome #JapaneseDesign #MindfulLiving #EverydayJoy
• •Our CIBI cafés in Melbourne and Tokyo are spaces to pause, connect, and nourish. Enjoy our Japanese-inspired breakfast, thoughtfully prepared with seasonal ingredients, or a comforting cup of our house-blend coffee. It’s simple food, made with care, for your everyday enjoyment. Find a CIBI near you. [Link to locations] #CIBIcafe #WholesomeFood #CommunitySpace #MelbourneCafe #TokyoCafe
• •Hello [Customer Name], At CIBI, we believe in the joy of making and learning with our hands. Join us for our upcoming [Workshop Name] workshop, where you'll explore [brief description of skill/craft]. A chance to slow down, create, and connect with like-minded souls. Limited spots available. Learn more and book your place: [Link] #CIBIworkshops #HeadHandsHeart #CreativeCommunity #LearnSomethingNew
• •Our CIBI [Product Name], made with love in our kitchen. We wanted to capture the authentic flavours of a Japanese home, using simple, quality ingredients. Perfect for [suggested use], it’s a little taste of CIBI, for your pantry. Add a touch of everyday delight to your meals. #CIBImade #JapaneseGrocer #SimpleIngredients #HomeCooking
• •CIBI: A little happiness, every day. Discover Japanese-designed homewares, thoughtful groceries, and a warm café space in Melbourne & Tokyo. Bringing simplicity, quality, and joy to your daily life. Visit us online or in-store. [Link to website] #CIBI #JapaneseLifestyle #Design #Food #Community #EverydayDelight