Brand Tone

Authentic, traditional, and communal. Welcoming, passionate, knowledgeable, respectful of mate tradition, friendly, and inclusive, fostering a sense of community.

Brand Values

• •Tradition
• •Community & Connection
• •Authenticity
• •Quality
• •Passion

Best Practices

• •Always Tell a Story: Frame products and promotions within the larger narrative of tradition, community, and connection. Every piece of copy, from a product title to a social media post, should echo the 'why' behind the brand.
• •Use Communal Language: Employ words like 'we,' 'our,' 'us,' 'together,' and 'community.' Address the customer as part of a shared culture, using phrases like 'your ritual' and 'your moment.'
• •Focus on the Experience, Not Just the Product: Describe the feeling of holding a warm mate, the taste of quality yerba, and the atmosphere of sharing with friends. Sell the emotional and cultural benefits.
• •Create a Brand Lexicon: Define a list of core words and phrases to use consistently (e.g., 'ritual,' 'tradition,' 'connection,' 'our corner,' 'share a mate'). Also, define words to avoid (e.g., 'cheap,' 'fast,' 'deal').
• •Maintain Authenticity in Every Channel: Ensure the tone remains consistent whether writing for the website, Instagram, or future customer service emails. The voice should always be that of a passionate and knowledgeable friend in the world of mate.

Social Perception

Perceived as a genuine and specialized provider for mate enthusiasts, a reliable source for authentic products. Engagement is positive. Viewership is limited to a niche audience with interest in Yerba Mate. The brand is seen as a small, passionate business rather than a large, impersonal corporation.

Copy Examples

• •More Than a Drink. A Tradition. Discover the art of Yerba Mate and find your corner in our community. Quality, tradition, and shared moments start here.
• •Every mate shared is a story told. Our corner was born from moments just like this one—full of conversation, connection, and the authentic taste of tradition. Who are you sharing a mate with today? #EsquinaShop #YerbaMate #TheArtOfSharing
• •Crafted by hands that understand the ritual. This calabash gourd isn't just a vessel; it's a piece of heritage. Feel the warmth, taste the tradition, and make it a part of your daily connection. Built to last for countless conversations.
• •Esquina Shop began where all good things do: among friends, with a mate in hand. We're not just selling products; we're sharing a piece of our culture—the ritual of slowing down, connecting, and enjoying the simple things. This is our corner. We invite you to make it yours, too.
• •A Gift From Our Corner to YoursBody: Ready to start your own mate circle? For a limited time, get a free bag of our favorite yerba with any 'Mate Starter Kit' purchase. Let's keep the tradition alive, together.