Brand Tone

sincere, respectful (to people and planet), and quietly confident

Brand Values

• •Biodynamic & Organic Purity
• •Ethical Sourcing & Fairtrade
• •Sustainability & Environmental Responsibility
• •Quality & Taste
• •Health & Wellbeing
• •Transparency

Best Practices

• •Lead with Values: Consistently weave in key terms like "organic," "biodynamic," "Fairtrade," "sustainable," and "plastic-free" naturally within the narrative. This reinforces brand identity with every communication.
• •Use Refined & Evocative Language: Employ descriptive words that appeal to the senses (e.g., "delicate floral aroma," "signature muscatel notes," "mellow taste") and evoke a sense of calm, purity, and quality.
• •Maintain an Authentic & Sincere Voice: Avoid overly salesy or hyperbolic claims. Let the quality of the ingredients and the strength of the ethical commitments speak for themselves. Honesty builds trust.
• •Educate Gently: Share the story behind biodynamic farming, the Makaibari estate, or the benefits of Fairtrade in a way that informs and engages, rather than preaches. Position the consumer as making an informed, positive choice.
• •Visual-Copy Harmony: Ensure that the copy always complements the visual identity (elegant, natural, serene). The words should enhance the feeling conveyed by the images, creating a cohesive and immersive brand experience.

Social Perception

Hampstead Tea is perceived as a highly ethical and trustworthy brand by consumers who prioritize organic, Fairtrade, and sustainable products. It's seen as a premium quality tea brand, offering superior taste and a more refined experience than standard supermarket teas. Customers value the brand's commitment to the environment, particularly its plastic-free and compostable packaging initiatives. The connection to the Makaibari estate adds to its authenticity and perceived quality. While considered premium, many customers feel it offers good value for the quality and ethical standards it upholds. It appeals to a conscious consumer base that is knowledgeable about health, wellness, and environmental issues.

Copy Examples

• •Headline: Beyond Organic. Purely Hampstead. Body: Discover the exceptional taste of teas grown in harmony with nature. Our Demeter-certified biodynamic leaves from the Makaibari Estate offer a purity you can savour in every cup. Sip consciously.
• •Headline: Your Moment of Wellness, Wrapped in Goodness. Body: From our compostable, plastic-free tea bags to the fairly-traded leaves within, every Hampstead Tea is a choice for a better world – and a more serene you. Brew good, feel good.
• •Headline: Taste the Difference Fairly Made Makes. Body: We believe in tea that’s as good for the soul as it is for the soil, and for the hands that harvest it. Experience the rich, award-winning flavours of Hampstead Tea, ethically sourced and Fairtrade certified.
• •Headline: The Art of Tea, Perfected by Nature. Body: Hand-picked from the biodynamic Makaibari gardens, where tea bushes flourish under jungle canopies. Hampstead Tea offers an authentic taste of Darjeeling, crafted with respect for the earth.
• •Headline: Plastic-Free Purity in Every Steep. Body: Enjoy the exquisite flavours of Hampstead Tea, knowing our commitment extends to our planet. Our tea bags are stitched, not glued, and entirely home compostable. Because true quality leaves nothing harmful behind.