Brand Tone

Sincere, personal, and respectful; a calm, gentle, and authentic voice that connects on a personal level.

Brand Values

• •Authenticity
• •Tradition
• •Direct & Personal Connection
• •Quality & Purity
• •Storytelling

Best Practices

• •Always lead with the 'Why', circling back to the founder's story and the brand's origin as the foundation of the tone.
• •Utilize authentic and sensory language, employing descriptive and evocative words to convey the taste, aroma, and feeling of the tea (e.g., "vibrant", "delicate", "soothing", "heart of Shizuoka") instead of corporate jargon.
• •Consistently emphasize the personal connection and direct relationship with the farmers, using phrases like "from our home to yours", "we know our growers", and "a personal journey" to reinforce transparency and trust.
• •Maintain a calm and respectful voice, ensuring the tone is never loud, pushy, or overly sales-focused, but rather feels like a gentle invitation to experience something special.
• •Ensure consistency across all platforms, from tweets and Instagram captions to product descriptions, to build a strong and memorable brand identity through an unwavering sincere, personal, and respectful tone.

Social Perception

Likely perceived as a boutique or artisanal brand, appealing to a small, niche audience valuing authenticity, origin stories, and direct-trade products. Brand awareness is in early stages, with positive perception among its current customer base who appreciate the personal touch and high quality, but not yet widely recognized.

Copy Examples

• •From the heart of Shizuoka's mountains to your cup. Every leaf tells a story of tradition, care, and the simple joy of authentic Japanese green tea. We know the farmers who grow our tea by name, and we're honored to share their craft with you. #JoyOfGreenTea #ShizuokaTea #DirectTrade #AuthenticTea
• •Grown in the sun-drenched hills of Shizuoka, our sencha is a testament to the art of Japanese tea. Experience the fresh, vibrant flavor and delicate sweetness that can only come from tea leaves nurtured by local farmers we personally know and trust. This is more than just tea; it's a tradition you can taste.
• •Joy of Green Tea began with a childhood memory: the simple act of walking to a neighbor's farm in Shizuoka for a fresh package of sencha. Today, we are the personal link between those dedicated growers and you. We believe in the stories behind every cup, and our mission is to bring the genuine taste and tradition of our home to yours.
• •Tired of generic green tea? Discover the difference when you know where your tea comes from. Joy of Green Tea is sourced directly from small, family-owned farms in Shizuoka, Japan. Taste the tradition. Free shipping on your first order.
• •This season's harvest is special. We want to introduce you to the hands that have carefully cultivated the tea you love. [Include a short profile or photo of a farmer]. When you drink Joy of Green Tea, you're not just enjoying a premium beverage; you're supporting a community of artisans and a tradition that has been passed down for generations.