Brand Tone

Inspiring & Authentic, Health-Conscious & Educational, Approachable & Friendly, Quality-Oriented & Trustworthy, Modern & Clean

Brand Values

• •Wellness & Health
• •Quality & Craftsmanship
• •Authenticity & Transparency
• •Community
• •Purpose & Meaning (Ikigai)

Best Practices

• •Anchor in Authenticity: Always circle back to the founder's story and the brand's origin. This genuine narrative of seeking wellness is a powerful differentiator and should subtly infuse all communications.
• •Prioritize "Feel Good" Language: Consistently use positive, uplifting, and encouraging words. Focus on the benefits and the enjoyable experience of using Crafti products, aligning with the "feel good and live fully" mission.
• •Educate with Approachability: When discussing health benefits or the nuances of matcha, do so in a way that is informative but also easy to understand and not overly technical or preachy. Make wellness feel accessible.
• •Showcase Quality through Storytelling: Instead of just stating "high quality," tell the story behind it – the artisan farmers in Uji, the traditional techniques, the careful sourcing. This adds depth and reinforces the value.
• •Engage and Reflect Community Voice: Actively listen to and feature customer experiences (with permission). When responding to comments or messages, maintain the friendly, supportive, and inspiring tone. This builds a sense of community and reinforces brand values.

Social Perception

Largely viewed positively, Trusted Source for Japanese Tea, Aspirational Wellness Brand, Mixed (Minority View), Engaged Community

Copy Examples

• •Find your calm in the chaos. ✨ Our Ceremonial Uji Matcha isn't just a drink; it's a ritual. Crafted with care from the finest Japanese tea leaves for a smooth, uplifting experience that helps you live fully. How do you Crafti your day? #GetCrafti #MatchaMoment #WellnessJourney #FeelGoodSuperfoods
• •Tired of the coffee jitters and crash? Discover the sustained energy and calm focus of Crafti's Ceremonial Uji Matcha. Sourced from artisan farms in Japan, our matcha is naturally less bitter and packed with antioxidants. Make the switch and feel the difference. Shop now and get free SG shipping over $20! [Link] #CraftiHealth #MatchaLove #HealthyHabits #Superfood
• •From Japan's finest artisans to your cup. Experience the Crafti difference – pure, potent superfoods designed to help you feel good, every day. Explore our Matcha, Hojicha & more. [Shop Now Button]
• •Welcome to Crafti! Your journey to feeling good starts here (+ a little treat inside!)...Inspired by the Japanese philosophy of 'Ikigai' – finding your reason for being – Crafti was born from a desire to share the incredible wellness benefits of authentic Japanese tea. We partner with artisan growers to bring you superfoods that not only taste good but make you *feel* good. Ready to start your Crafti ritual?
• •Boost your mornings! ☀️ Whip up this energizing matcha smoothie with @get.crafti Ceremonial Matcha for all those good vibes & antioxidants! What are your fave matcha recipes? 👇 #matcharecipe #smoothie #healthylifestyle #getcrafti #superfoodboost #easyrecipe