Brand Tone

Modern & Innovative, Experiential & Immersive, Authentic & Passionate, Refined & Aspirational, Approachable & Engaging

Brand Values

• •Tradition meets Innovation
• •Quality & Purity
• •Experience & Community
• •Authenticity
• •Aesthetic & Inspiration

Best Practices

• •Embrace "Modern Tradition": Consistently blend the respect for matcha's heritage with a fresh, innovative, and contemporary Parisian perspective in all communications. Highlight both the Japanese roots and the Parisian setting.
• •Focus on the Sensory Experience: Use vivid, evocative language and high-quality visuals (especially on Instagram and TikTok) that appeal to the senses – taste, sight, smell, and even the feeling of the "ambiance." Describe textures, aromas, and the visual appeal of the matcha and creations.
• •Build and Nurture Community: Actively engage with followers. Ask questions, encourage user-generated content, and create a dialogue. Make them feel part of an exclusive but welcoming club of "passionates."
• •Maintain a Refined yet Accessible Voice: While the brand is premium, the tone should still feel inviting. Use sophisticated language but avoid overly technical jargon unless explaining specific benefits or unique processes. The TikTok approach shows a good balance of excitement and polish.
• •Storytelling is Key: Go beyond just product descriptions. Share the "universe" of Kura-ge. This could include the sourcing of the matcha, the inspiration behind new creations, the design of the boutique, or profiles of the team/founder, all woven into the narrative of modern matcha in Paris.

Social Perception

Emerging & Anticipated, Premium Niche, Innovative, Community-Focused, Blend of Japanese serenity/naturalism and Parisian chic/sophistication

Copy Examples

• •Paris, meet your new matcha obsession. ✨ Introducing [Product Name], where ancient tradition is spun into a vibrant, modern delight. Taste the revolution. #KurageParis #MatchaReimagined #ParisianTaste
• •More than a café, it's a Kura-ge moment. 🍵 Step into our new Marais haven and let the world melt away. Your matcha escape awaits. #KurageExperience #ParisMarais #MatchaMagic #ConceptStoreParis
• •Kura-ge: The Art of Matcha, Elevated. Discover a world where purity, innovation, and Parisian spirit blend in every sip. Experience matcha like never before.
• •What's your Kura-ge ritual? 🌿 Morning calm? Afternoon boost? Share your moments with #MyKurage and inspire our matcha-loving community! #KurageCommunity #ParisMatchaLovers #AuthenticMatcha
• •Be the First to Experience Kura-ge Privé. Sign up for an exclusive tasting event at our new Parisian boutique. Limited spots for true matcha connoisseurs. Discover bold new flavors and the heart of Kura-ge. #KurageParis #ExclusiveMatcha #ParisEvents