Brand Tone

Innovative and Creative, Sophisticated and Artisanal, Approachable and Passionate, Playful and Modern

Brand Values

• •Quality and Craftsmanship
• •Innovation and Creativity
• •Heritage and Modernity
• •Accessibility and Experience
• •Passion for Tea
• •Ethical Sourcing/Sustainability

Best Practices

• •Embrace Creative Language: Use vivid, evocative descriptions that highlight the unique flavor profiles and the inspiration behind each blend. Don't be afraid to be a little playful and inventive with wording, reflecting the brand's innovative spirit.
• •Highlight Quality and Craftsmanship: Subtly weave in terms that speak to the careful sourcing of ingredients, the art of blending, and the premium nature of the products. Words like "handcrafted," "artisanal," "meticulously sourced," "exquisite" can reinforce this.
• •Tell a Story: Connect with customers by sharing the inspiration behind the blends, the brand's Singaporean heritage, or the founder's passion. Storytelling makes the brand more relatable and memorable.
• •Maintain a Balance of Sophistication and Accessibility: While the brand is premium, the tone should remain welcoming. Avoid overly technical jargon unless explaining a specific tea characteristic, ensuring the language invites both tea connoisseurs and curious newcomers.
• •Stay True to the Singaporean Essence: Where appropriate, incorporate the cultural context and local inspirations that make ETTE TEA unique. This reinforces brand identity and resonates with customers interested in authentic, culturally rich experiences.

Social Perception

Positively Perceived for Uniqueness, Seen as a Premium, Boutique Brand, Appeals to Adventurous Tea Drinkers, Valued for Local Identity, Mixed Reviews on Specific Blends/Price

Copy Examples

• •Headline: Beyond the Brew: Discover Teas That Tell a Story. Body: At ETTE TEA, every blend is a journey. From the familiar comfort of Pandan Chiffon to the bold surprise of Nasi Lemak, we craft contemporary teas inspired by the vibrant flavours of Singapore. Taste innovation in every cup. Call to Action: Explore Our Unique Collections.
• •Headline: Sip the Unexpected. Body: Forget ordinary. ETTE TEA reimagines tea with daring blends and exquisite single origins. We're a boutique creator, pouring passion and modern craftsmanship into every caddy. Ready for a tea adventure? Call to Action: Find Your New Favourite.
• •Headline: From Our Kitchenette to Yours: A Modern Tea Tale. Body: Born from a love for tea and a dash of culinary curiosity, ETTE TEA blends tradition with a contemporary twist. We meticulously source the finest leaves and ingredients to create sips that surprise and delight. Call to Action: Experience the ETTE TEA Difference.
• •Headline: More Than Just Tea. It's a Taste of Singapore. Body: ETTE TEA captures the essence of Singaporean culture in unique, handcrafted tea blends. We're passionate about quality, creativity, and sharing our love for innovative tea experiences with the world. Call to Action: Shop Our Singaporean-Inspired Teas.
• •Headline: Elevate Your Tea Ritual. Body: Indulge in the art of modern tea. ETTE TEA offers a curated selection of premium teas, from comforting classics to avant-garde creations. Beautifully packaged, thoughtfully blended – a treat for the senses. Call to Action: Discover Artisanal Teas.