Brand Tone

Calm and Serene, Artisanal and Passionate, Mindful and Intentional, Natural and Pure, Elegant and Refined.

Brand Values

• •Well-being and Self-Care: Positioning tea as a tool for personal wellness.
• •Quality and Craftsmanship: Focus on artisan, small-batch production and high-quality ingredients.
• •Sustainability and Organic Practices: Commitment to responsibly sourced ingredients.
• •Mindfulness and Ritual: Encouraging tea consumption as a deliberate and meaningful practice.
• •Connection: Suggesting tea as a means to connect with oneself and perhaps others.

Best Practices

• •Embrace Evocative Language: Use words that conjure feelings of calm, nature, mindfulness, and gentle indulgence (e.g., "serene," "artisanal," "ritual," "botanical," "unwind," "intentional").
• •Focus on the "Why" Not Just the "What": Highlight the experience and emotional benefits of drinking their tea (self-care, reflection, connection) rather than just describing the tea itself.
• •Maintain a Gentle, Respectful Voice: Avoid overly aggressive sales tactics or hype. The tone should be inviting and informative, guiding the customer towards a personal experience.
• •Incorporate Storytelling: Share the journey of the ingredients, the inspiration behind blends, or how tea rituals can enhance daily life, reinforcing the artisanal and mindful values.
• •Visual and Textual Harmony: Ensure that the visual elements used alongside the copy (on the website, social media, packaging) reflect the same calm, natural, and elegant aesthetic conveyed by the text. Consistency across all touchpoints is key.

Social Perception

Aims to be perceived as a premium, mindful, and nature-conscious brand.

Copy Examples

• •Headline: Find Your Calm: The Art of Āṭai Tea. Body: In a world that never stops, our artisanal teas offer a gentle pause. Sustainably sourced, organically grown, and blended in small batches to help you create moments of pure serenity and mindful reflection. Discover your daily ritual with House of Āṭai.
• •Headline: Elevate Your Ritual: Pure Botanicals, Profound Moments. Body: House of Āṭai invites you to transform your tea time into an intentional act of self-care. Each cup is a blend of nature's finest organic ingredients, crafted to soothe your senses and connect you to the present. Experience the Āṭai difference.
• •Headline: More Than Tea. It's a Moment for You. Body: Unwind, reflect, and rejuvenate with House of Āṭai. Our exquisite loose-leaf teas are more than just a beverage; they are an invitation to cherish a quiet interlude in your busy day. Crafted with passion, sipped with intention.
• •Headline: The Essence of Nature in Every Sip. Body: From lush, sustainable gardens to your cherished cup, House of Āṭai brings you the pure essence of artisan teas and botanicals. Taste the dedication, feel the tranquility.
• •Headline: House of Āṭai: Curating Your Daily Escape. Body: Discover a sanctuary in every steep. Our carefully selected organic teas are designed to elevate your everyday, turning simple sips into profound experiences of connection and calm.