Brand Tone

Wellness-focused & Health-conscious, Approachable & Friendly, Premium & Quality-oriented, Authentic & Passionate, Community-centric

Brand Values

• •Health & Wellbeing
• •Quality & Craftsmanship
• •Authenticity & Transparency
• •Customer Satisfaction
• •Natural & Pure

Best Practices

• •Emphasize the "Why": Always connect back to the core mission of health, wellness, and helping people "feel good and live fully." Let the passion for matcha's benefits shine through.
• •Use Sensory & Evocative Language: Describe the taste ("silky smooth," "minimal bitterness," "umami") and the feeling ("calm," "gentle lift," "vibrant").
• •Maintain an Authentic & Personal Voice: Draw from the founder's story and the Japanese heritage of the matcha to create a genuine connection. Avoid overly corporate or generic phrasing.
• •Showcase Quality & Origin: Regularly mention "Ceremonial Uji Matcha," "organically grown," and "Japanese tea partners" to reinforce the premium nature of the product.
• •Foster Community & Trust: Incorporate customer experiences and testimonials naturally. Use language that is inviting and reassuring, reinforcing the "Feel Good Guarantee."

Social Perception

Highly Positive, Effective, Good Quality Products, Reliable Service, Trustworthy

Copy Examples

• •Headline: Start Your Day Pure. Feel the Crafti Difference. Body: Swap the jitters for a gentle lift. Our Ceremonial Uji Matcha is your a.m. ritual redefined – smooth, vibrant, and packed with goodness to help you live fully. Taste the tradition, feel the wellness.
• •Social Media Post: Find your calm in the everyday hustle 🍵. Crafti matcha isn't just a drink; it's a moment for yourself. Organically grown in Uji, Japan, for a pure taste and a clear mind. How do you Crafti your day? #CraftiMatcha #WellnessJourney #SuperfoodLove
• •Email Subject: Discover Elias's Secret to a More Balanced You Body: Our founder, Elias, found his 'ikigai' – his reason for being – through the serene ritual of matcha. He brought that discovery home to share with you. Experience the Crafti journey to better health and a more fulfilled self with our premium Uji matcha. Feel good, guaranteed.
• •Product Description Snippet (for an accessory): The Perfect Scoop, Every Time. Our Crafti Precision Scoop isn't just a tool; it's your partner in crafting the perfect cup of matcha. Designed for consistency, so every sip is as smooth and delightful as the last.
• •Website Banner: From Uji, With Love. Your Daily Dose of Wellness. Body: Experience the authentic taste of Japan with Crafti. Our organic matcha is more than just tea; it's a commitment to your wellbeing. Feel the difference that quality makes.