Brand Tone

approachable, knowledgeable, and premium yet accessible

Brand Values

• •Quality
• •Family Tradition & Heritage
• •Customer Education & Passion
• •Innovation
• •Accessibility/Value
• •Social and Environmental Responsibility

Best Practices

• •Emphasize Family & Heritage Subtly: Weave in the story of a multi-generational family passion for tea to build trust and warmth, without overstating it in every single piece of copy.
• •Educate and Inspire, Don't Intimidate: Share knowledge about tea types, origins, and brewing in an accessible and inviting way. The goal is to empower customers, not overwhelm them with jargon.
• •Focus on Sensory Experience and Quality Cues: Use descriptive language that evokes the aroma, taste, and appearance of the teas. Highlight the quality of ingredients (e.g., "finest full-leaf teas," "natural bergamot oil").
• •Maintain an "Everyday Luxury" Balance: Position the teas as a premium product that is still attainable and suitable for daily enjoyment, rather than exclusively for special occasions.
• •Be Genuine and Approachable: Whether it's in product descriptions, social media interactions, or email newsletters, use a friendly, human voice that reflects a company passionate about its craft and its customers. Campaigns with a touch of warmth or whimsy can be effective when appropriate.

Social Perception

Positive Reputation for Quality and Variety, Trusted Brand, Appreciation for Distinct Flavors, Good Customer Service

Copy Examples

• •Headline: Discover Your Perfect Steep. Body: From the rolling hills of Darjeeling to the misty mountains of Japan, Harney & Sons brings you a world of exquisite teas. Explore our family's curated collection of over 300 blends and find your new favorite ritual. Quality tea, for every day.
• •Headline: More Than Just a Teabag. It's a Harney & Sons Tradition. Body: For three generations, our family has been dedicated to the art of tea. We source the finest leaves, craft unique blends, and deliver an exceptional experience in every cup. Taste the passion.
• •Headline: Unwind with Paris. Body: Let our beloved Paris blend transport you. Fruity black tea with a whisper of vanilla, caramel, and bright lemony bergamot. An enchanting aroma, a delightful taste. Make any moment a little more special.
• •Headline: The Secret's Out: Quality Tea Doesn't Need to be Complicated. Body: New to loose leaf? Curious about oolongs? Our expert blends and helpful guides make exploring the world of fine tea easy and enjoyable. Start your tea journey with us today.
• •Headline: Sip Sustainably. Brew Beautifully. Body: We believe in great tea that does good. As proud members of 1% for the Planet, every Harney & Sons purchase supports environmental causes. Enjoy quality you can taste, and values you can trust.