Brand Tone

The brand employs a dual tone: educational and reverent on its website and product descriptions, focusing on American history; and casual and direct on social media, using humor and engaging directly with users, while still linking to its 'Revolutionary teas'.

Brand Values

• •Patriotism and History
• •Connection and Community
• •Simplicity and Enjoyment

Best Practices

• •Bridge the Historical and Modern: Always connect the historical theme to a modern benefit. For example, "The endurance of the Continental Army in a blend that gives you endurance for your Monday." This makes the historical aspect relevant to the customer's life.
• •Maintain the "Educational Bite": Every piece of copy, where appropriate, should include a small, interesting historical fact or reference related to the product. This reinforces the core brand value of being an educational reminder.
• •Use "Patriotic" Language Consistently: Incorporate words like "Revolution," "Liberty," "Freedom," "Heritage," and "Legacy" into the copy to consistently reinforce the brand's unique positioning.
• •Adapt Tone by Platform, Not by Value: Keep the core values of patriotism and history consistent across all platforms, but adapt the tone. The website can be more formal and educational, while social media can be more playful and engaging, as is the current practice. The what (the message) stays the same, while the how (the delivery) changes.
• •Center the "Why": The brand story starting with a search for a great iced tea and evolving into a tribute to American history is compelling. Use this founder's story in "About Us" sections and occasional posts to create a personal connection and explain the "why" behind the patriotic theme.

Social Perception

The brand is primarily perceived as a niche, patriotic company offering a unique thematic twist on tea. For its target audience, it is likely seen as celebratory and educational, linking tea to American history. Outside this niche, it may be viewed as a themed gift company. Its casual social media presence aims to convey an approachable image.

Copy Examples

• •Taste the Revolution. Each cup of our Liberty Bell Mango tea isn't just a delicious brew; it's a tribute to the spirit of 1776. We blend rich black tea with the sweet taste of freedom (and mango!). Start your own declaration of a great day. #DarjeesTea #TeaLovers #AmericanHistory #Liberty
• •More Than Tea. It's History in a Cup. From Washington's Oolong to Colonial Gunpowder, our teas are named for the heroes and moments that shaped our nation. Perfect for history buffs, patriots, and anyone who loves a great story with their steep. Shop the collection now.
• •A Brew Worthy of the Founding Fathers.
• •Saratoga Chai - A Turning Point in Flavor. Just as the Battle of Saratoga was a crucial turning point in the American Revolution, this chai is a turning point for your day. A bold and spicy blend of black tea and aromatic spices that will rally your senses. A victory in every cup.
• •Tired of boring tea? Try a tea with a story. King George Earl Grey (He lost, you win). Washington's Oolong (The original GOAT). Drink like a patriot. Google Darjees! Enjoy life... Drink tea! #1776 #TeaTime #SmallBusiness