Brand Tone

Proud, Playful, and Principled

Brand Values

• •Inclusivity and Visibility
• •Social and Environmental Responsibility
• •Quality and Authenticity

Best Practices

• •Embrace the "Proud, Playful, Principled" Tone: Every piece of copy should reflect at least one of these core tonal elements. Use confident language, don't be afraid of humor or puns, and always be transparent about the brand's ethical commitments.
• •Center the Community: Use inclusive language ("our community," "us," "we"). The copy should make the target audience feel seen, understood, and celebrated, not just marketed to.
• •Lead with Values: Weave the brand's values into the narrative. Instead of just saying "organic tea," say "sustainably-sourced organic tea that supports our planet." Connect the product to the mission.
• •Create a "Word Bank": Develop a list of on-brand words and phrases (e.g., "Sip with Pride," "Brewtiful," "Community," "Celebrate," "Visibility," "Eco-Conscious") and a list of words to avoid (e.g., generic marketing terms, exclusionary language).
• •Maintain Consistency Across All Channels: The playful tone on TikTok should feel related to the principled tone on the "About Us" page. While the expression might change slightly to fit the platform, the core personality of the brand must remain consistent everywhere.

Social Perception

Highly positive, viewed as a high-quality, ethical, and mission-driven company. Perceived as authentic and trustworthy, aligning actions with stated mission.

Copy Examples

• •Unleash your inner bloom. Our 'Femme Floral' blend is more than just a tea; it's a celebration of strength, grace, and femininity in every shade. Sip proudly. #Gayotea #SipWithPride #QueerOwned #FloralTea
• •New Brew, Who Dis? Meet 'Twinkling Twilight' – the perfect calming blend for starry nights and quiet moments. Your evening ritual just got a little more magical.
• •Spill the Tea: A Tree Gets Planted For Every Order!
• •Life's a little too loud? We get it. Brew a pot of 'Queer Calm,' our gentle chamomile and lavender blend designed to soothe your senses and calm your spirit. It’s a hug in a mug for those days when you need it most.
• •Tea that tastes good *and* does good. At Gayotea, every organic blend we create is a toast to our community. Plus, every box you buy helps plant a tree. Join us in making the world a little more proud, one cup at a time. Shop Now.