Brand Tone

Authentic & Knowledgeable, Elegant & Aspirational, Calm & Mindful, Passionate & Sincere, Encouraging & Accessible

Brand Values

• •Authenticity
• •Quality
• •Ritual & Mindfulness
• •Craftsmanship
• •Education & Transparency
• •Well-being

Best Practices

• •Embrace the Ritual: Consistently frame tea consumption not just as drinking, but as a mindful, elevating ritual. Use words that evoke calm, intention, and sensory experience (e.g., "savor," "unwind," "ceremony," "vibrant," "aromatic").
• •Highlight Authenticity & Origin: Regularly mention "Uji, Japan," "farm-fresh," "single-origin," and the traditional Japanese methods. This reinforces quality and trustworthiness.
• •Educate & Inspire: Share knowledge about matcha, hojicha, preparation techniques, and health benefits in an accessible yet sophisticated manner. Position Crafti as a gentle guide into the world of Japanese tea.
• •Maintain Visual & Verbal Elegance: Ensure the language is as clean, refined, and aesthetically pleasing as the visual branding. Avoid overly casual slang or hype. Focus on clarity, grace, and a touch of poetic description.
• •Speak from Passion: Let the founders' genuine passion for Japanese tea shine through. Use storytelling elements where appropriate, and convey a sense of discovery and delight in sharing their products. Authenticity in enthusiasm is contagious.

Social Perception

Positive, Premium, Aesthetic Appeal, Trustworthy, Community-Oriented (emerging)

Copy Examples

• •Headline (Website/Ad): "Uji's Finest, Your Daily Ritual. Discover Authentic Japanese Matcha."
• •Social Media Post (Instagram - with a beautiful image of matcha being whisked): "Pause. Whisk. Reconnect. ✨ Our single-origin matcha isn't just a drink, it's an invitation to create a moment of mindful calm in your busy day. Sourced directly from the esteemed tea fields of Uji, Japan, each sip is a testament to tradition and purity. How do you Crafti your moment? #GetCrafti #MatchaRitual #MindfulMoments #JapaneseTea #AuthenticMatcha"
• •Product Description Snippet (for a ceremonial grade matcha): "Experience the pinnacle of Japanese tea artistry. Our Ceremonial Grade Matcha, sourced from the first harvest in Uji, offers an exceptionally smooth, vibrant flavour and a creamy texture. Perfect for Usucha preparation, it transforms your daily tea into a meditative practice. Elevate your senses."
• •Email Subject Line (for a newsletter): "From Farm to Whisk: The Journey of Your Crafti Matcha"
• •Blog Post Introduction: "In the world of tea, tradition isn't just about history; it's about a legacy of quality and a deep understanding of nature's gifts. At Crafti, we journey to the heart of Uji, Japan, to bring you matcha that embodies this spirit. Join us as we explore the meticulous craft behind every vibrant green scoop."