Brand Tone

Authentic & Traditional, Educational & Informative, Refined & Elegant, Respectful & Appreciative, Welcoming & Accessible

Brand Values

• •Quality
• •Tradition & Heritage
• •Customer Experience & Education
• •Authenticity
• •Mindfulness & Well-being
• •Sustainability & Harmony

Best Practices

• •Emphasize Heritage and Authenticity: Consistently weave in Ippodo’s founding year (1717) and Kyoto origins to reinforce its long-standing tradition and the authenticity of its Japanese tea.
• •Use Refined and Respectful Language: Employ a vocabulary that is elegant, calm, and appreciative of the tea and its cultural significance. Avoid overly casual slang or hype. Focus on words like "meticulous," "harmonious," "serene," "authentic," "traditional," "umami," and "refined."
• •Educate and Guide, Don't Just Sell: Frame copy around helping the customer understand and appreciate Japanese tea. Provide clear instructions, cultural context, and tips for enjoyment, reinforcing the value of the tea experience itself.
• •Maintain Visual and Textual Harmony: Ensure that the copy complements the elegant and serene visuals used on the website and social media. The language should evoke the same sense of quality, calm, and Japanese aesthetic.
• •Focus on the Sensory Experience and Well-being: Describe the unique flavors (especially umami, sweetness, and balanced astringency), aromas, and the feeling of tranquility or gentle invigoration that Ippodo teas provide. Connect the act of drinking tea with moments of mindfulness and personal enrichment.

Social Perception

Highly Regarded for Quality, Authentic Japanese Tea Source, Educational Resource, Premium Product (with associated price), Associated with Tea Ceremony & Tradition, Responsive & Customer-Focused

Copy Examples

• •Headline: Experience Three Centuries of Kyoto Craftsmanship in Every Sip. Body: Since 1717, Ippodo Tea has been dedicated to the art of Japanese green tea. Discover the authentic taste of tradition, meticulously cultivated and blended to bring tranquility and refined flavor to your daily ritual. Explore our collection and let us guide your journey.
• •Instagram Caption (with an image of matcha being whisked): The gentle whisking, the vibrant green, the calming aroma – preparing Ippodo matcha is a moment of mindfulness. We cherish the heritage of Japanese tea and invite you to savor its profound umami and delicate sweetness. What does your tea moment look like today? #IppodoTea #MatchaMoment #JapaneseTeaCulture #AuthenticGreenTea #MindfulSipping
• •Product Description Snippet (for a Sencha): Our Hosen Sencha offers a harmonious balance of refreshing astringency and subtle sweetness, a testament to the rich terroir of Kyoto's famed tea fields. Cultivated with generations of expertise, each leaf is carefully selected to provide an authentic and invigorating Japanese tea experience. Learn the art of brewing the perfect cup with our step-by-step guide.
• •Email Subject: Rediscover Serenity: Your Guide to the Perfect Cup of Ippodo Gyokuro. Email Body Snippet: Dear Tea Lover, at Ippodo, we believe tea is more than a beverage; it's an experience that comforts and connects. Our Gyokuro, shade-grown for unparalleled depth and umami, offers a truly special moment of calm. Allow us to share the traditional methods to unlock its exquisite flavor, transforming your daily routine into a cherished ritual.
• •Website Banner: From Kyoto's Hills to Your Home: The Authentic Taste of Japanese Green Tea. For over 300 years, Ippodo has been a steward of quality and tradition. We meticulously select, blend, and craft each tea to ensure a consistently exceptional experience. Explore our matcha, sencha, gyokuro, and bancha, and let us help you discover the delicate pleasures within each cup.