Brand Tone

Warm, Conscious, Authentic, Modern, Refined, Friendly, Community-Oriented

Brand Values

• •Quality
• •Respect (for planet & people)
• •Authenticity & Passion
• •Canadian Heritage
• •Well-being & Enjoyment
• •Innovation

Best Practices

• •Emphasize "The Moment": Consistently frame tea drinking as a special pause in the day – a "Four O'Clock moment" for relaxation, reflection, or enjoyment. Use evocative language that speaks to sensory experiences and well-being.
• •Highlight Ethical Commitments Naturally: Weave in mentions of organic, Fairtrade, and sustainability (compostable bags, recycled boxes) as inherent parts of the product's quality and value, rather than just add-ons. This reinforces the "conscious and responsible" aspect of the tone.
• •Maintain a Warm and Approachable Voice: Use friendly, inviting language. Phrases like "Join our Communi'TEA," "We raise our cup to...," or sharing the family business story help create a personal connection.
• •Showcase Quality & Craftsmanship: Refer to the "mixologist," the careful selection of global ingredients, and the unique blends to underscore the passion and expertise behind the tea. This supports the "authentic and refined" elements of the tone.
• •Be Visually Consistent: Ensure that the copy is complemented by visuals (on social media, website) that reflect the same warm, natural, and refined aesthetic. The imagery should reinforce the feelings the copy aims to evoke.

Social Perception

Trusted Canadian Brand, Ethical & Environmentally Conscious Choice, Good Quality for Price, Flavorful & Diverse, Associated with Comfort and Moments of Pause

Copy Examples

• •Headline: Your Daily Pause, Perfectly Brewed. Body: At Four O'Clock, we believe in the simple joy of a perfect cup of tea. Our organically grown leaves and ethically sourced spices are blended with passion right here in Canada, creating a moment of pure, flavorful comfort just for you. Sip, savor, and recharge. #FourOClockMoment #OrganicTea #FairtradeGoodness
• •Headline: Taste the World, Responsibly. Body: Our tea mixologist travels far and wide to bring you the finest ingredients. From fragrant fields to your cup, every Four O'Clock blend is a journey of flavor, crafted with respect for the planet and the communities that nurture our teas. Discover your new favorite ethical indulgence. #EthicalSourcing #FlavorfulJourney #CanadianCrafted
• •Headline: More Than Just Tea. It’s a Ritual. Body: Elevate your afternoon with Four O'Clock. We’re a family business fueled by a love for tea, offering unique blends that are both delicious and thoughtfully made. Join our Communi'TEA and find your perfect cup – organic, Fairtrade, and always delightful. #TeaLovers #SustainableSipping #FourOClockRitual
• •Headline: Unwrap a Moment of Wellness. Body: Cozy up with Four O'Clock. Our herbal infusions and vibrant tea blends are crafted to soothe, energize, or simply delight. Made with 100% compostable bags and recyclable packaging, it’s a choice that feels as good as it tastes. #WellnessJourney #EcoFriendlyTea #NaturallyGood
• •Headline: From Our Family to Yours, Since 1992. Body: For over 30 years, Four O'Clock has been crafting exquisite teas in Canada. Our commitment to organic, Fairtrade ingredients and a passion for authentic flavor is steeped in every bag. Experience the tradition, taste the difference. #CanadianMade #FamilyPassion #QualityTea