Brand Tone

Ethical & Passionate, Authentic & Transparent, Positive & Empowering, Friendly & Approachable, Purpose-Driven

Brand Values

• •Fair Trade
• •Organic Ingredients
• •Social Impact & Giving Back
• •Sustainability
• •Transparency
• •Empowerment
• •Quality

Best Practices

• •Always Lead with Purpose: Ensure the "Drinking Helps" message and the social impact are woven into communications, not just an afterthought. Remind the audience of the "why" behind the brand.
• •Be Authentic and Transparent: Share real stories from the farming communities and be open about the foundation's work. Avoid overly corporate or vague language. Use direct, heartfelt communication.
• •Maintain a Positive and Empowering Voice: Focus on the positive change being created and how consumers can be part of it. Inspire action through optimism.
• •Highlight Quality and Taste Alongside Ethics: Remind customers that while the mission is crucial, the products themselves are delicious and made from high-quality, organic ingredients. The ethical aspect enhances a great product.
• •Engage the Community: Encourage interaction, share user-generated content that aligns with the brand values, and foster a sense of a shared mission with your customers. Make them feel like partners in change.

Social Perception

Positive Association, Purpose-Driven Choice, Authenticity, Advocates for Change

Copy Examples

• •It's more than just a refreshing drink. It's a choice for a fairer world. 💚 Every bottle of LemonAid & ChariTea helps fund vital projects in the communities that grow our organic ingredients. Sip by sip, we're making a difference together. #DrinkingHelps #Fairtrade #Organic #SocialImpact
• •Taste the Good. Do Good. Our delicious organic drinks are crafted with Fairtrade ingredients, empowering farming communities with every purchase. Discover the story in every bottle. [Link to Our Story]
• •Thirsty for change? LemonAid & ChariTea. 100% Organic. 100% Fairtrade. 100% For a Better World. Find your flavour and join the movement. #DrinkFair
• •...brewed with the finest organic [ingredient, e.g., Sri Lankan black tea] sourced directly from Fairtrade cooperatives. Not only does it taste incredible, but 5p from this bottle goes directly to the Lemonaid & ChariTea Foundation, supporting [mention a specific project type, e.g., education initiatives] in the region. That's what we call a guilt-free refreshment!
• •How Your Sip is Changing Lives + A Special Offer Inside!