Brand Tone

authentic, friendly, down-to-earth, and proudly Cornish, with a subtle rebellious streak

Brand Values

• •Cornish Heritage & Authenticity
• •Quality
• •Sustainability & Ethical Practices
• •Simplicity & "No Faff"
• •Customer-Centricity
• •Independence & Family Run
• •Community Focus

Best Practices

• •Embrace "Proper" Cornish Authenticity: Use straightforward, honest language. Sprinkle in mild, well-understood Cornish colloquialisms (like "proper," "cuppa," "no faff") where appropriate, but avoid overly niche terms that might confuse a wider audience. The feeling should be genuinely Cornish, not a caricature.
• •Champion "No Faff": Be direct and transparent. Avoid jargon, overly elaborate descriptions, or marketing buzzwords. Focus on the genuine quality and benefits of the products. This reinforces the brand's honesty.
• •Tell the Cornish Story (Subtly and Overtly): Weave in references to Cornwall's landscape, community, and spirit. Highlight the local production and sourcing where possible. This strengthens the connection to their heritage.
• •Highlight Sustainability Naturally: Talk about plastic-free initiatives and ethical sourcing as inherent parts of how they do business, rather than just a marketing trend. This makes it feel more genuine and integrated into their values.
• •Maintain a Friendly, Confident, and Slightly Cheeky Voice: Keep the tone welcoming and approachable, but with an underlying confidence in their products. A touch of good-natured humour or a slightly rebellious "wink" (like the "Stupidly Strong" name or "brew rebellion" phrases) can make the brand more memorable and engaging.

Social Perception

Customers and the public generally perceive Cornish Tea & Cornish Coffee very positively.Taste and Quality: Reviews frequently praise the taste and quality of their teas and coffees, with specific mentions of "Smugglers Brew" and their "Stupidly Strong" coffee being well-received.Cornish Identity: The strong association with Cornwall is a positive differentiator and is often mentioned by customers.Sustainability: Their commitment to plastic-free tea bags and eco-friendly practices is recognized and appreciated.Customer Service: Reports indicate good customer service and reliability.Brand Growth & Reputation: The company is seen as a growing Cornish success story, expanding its reach while maintaining its core values. They supply prestigious clients, including Richard Branson's Necker Island and properties owned by His Majesty the King.Authenticity: The "no faff" approach resonates with consumers looking for genuine, high-quality products without excessive marketing hype.

Copy Examples

• •Headline: Proper Cornish Brews. Zero Faff. Body: Tired of fancy talk? So are we. At Cornish Tea & Coffee, we focus on what matters: award-winning taste, honest ingredients, and a true Cornish spirit in every cup. Straight-up good, the way it should be. (Values: Cornish Heritage, Quality, Simplicity)
• •Headline: Our Tea Bags are Naked (and Proud!) Body: We ditched the plastic long ago. Sip our beloved Smugglers Brew knowing it’s 100% plastic-free and biodegradable – from the tea to the tag to the box. Good for your cuppa, great for Cornwall. (Values: Sustainability, Quality, Cornish Heritage)
• •Headline: Warning: May Cause Extreme Satisfaction. Body: Our Stupidly Strong Coffee isn't for the faint of heart. Roasted right here in Cornwall, it’s a bold, no-nonsense brew for those who like their coffee to kick back. You’ve been warned (and welcomed). (Values: Quality, Authenticity, Cornish Heritage, Hint of Rebellious Tone)
• •Headline: From Our Cornish Family to Yours. Body: Since 2012, we’ve been sharing the warmth of a proper Cornish cuppa. No big corporations, just real people passionate about tea and coffee, made with care in the heart of Cornwall. (Values: Independence, Cornish Heritage, Authenticity, Customer-Centricity)
• •Headline: Join the Brew Rebellion. Body: Life’s too short for bland. We’re shaking up the tea and coffee game with bold flavours, ethical sourcing, and a steadfast Cornish independence. Taste the difference. (Values: Independence, Quality, Ethical Practices, Rebellious Tone)