Brand Tone

welcoming, educational, and aspirational. It is friendly and approachable, aiming to demystify yerba mate for newcomers, while also being professional and trustworthy by emphasizing wellness, focus, and natural energy.

Brand Values

• •Quality & Purity
• •Accessibility & Education
• •Community & Tradition
• •Sustainability & Wellness
• •Customer Satisfaction

Best Practices

• •Always Be Welcoming and Encouraging: Use inclusive language that invites newcomers. Phrases like "Start your journey," "We're here to help," and "It's easy to begin" make the unfamiliar feel accessible.
• •Bridge Tradition with Modernity: Consistently reference the rich, South American heritage of mate while framing it within a modern, European lifestyle. Use the tagline "South American traditions with a Scandinavian twist" as a guiding star.
• •Focus on "How You'll Feel": Instead of just listing ingredients, translate them into benefits. Talk about "sustained energy," "mental clarity," "a moment of calm," and "refreshing your body and mind." This connects the product to the customer's desired emotional and physical state.
• •Emphasize Quality and Purity: Regularly mention key quality markers: "100% organic," "family-owned farms," "unsmoked," "pure leaf," and "recyclable packaging." These terms build trust and justify a premium position.
• •Cultivate Community: Use language that fosters a sense of belonging. Refer to the "Matetea family," encourage sharing on social media, and ask for customer feedback and stories. This reinforces the idea that customers are part of a larger movement.

Social Perception

a premium, trustworthy, and modern brand, perceived as an excellent entry point for newcomers to yerba mate. It has a strong, positive reputation, successfully positioning itself as a lifestyle product that blends South American tradition with a clean, European aesthetic. Customers appreciate its focus on organic ingredients and functional benefits.

Copy Examples

• •Headline: Ditch the Jitters. Find Your Focus. Body: Swap your afternoon coffee for the sustained, natural energy of Matetea. Our organic yerba mate from Brazil helps you stay sharp and alert, without the crash. It's your new ritual for a productive day.
• •Headline: South American Tradition, Scandinavian Design. Body: Experience the heart of yerba mate with the simplicity you love. Our starter kit includes everything you need to begin your journey: premium organic mate, a sleek matte black gourd, and a bombilla. Your adventure into a new ritual starts here.
• •Headline: From the Family Farms of Paraná to Your Cup. Body: We believe in quality you can taste. That’s why our yerba mate is 100% organic, unsmoked, and sourced directly from family-owned plantations in Brazil. Pure, potent, and packed in recyclable materials. Feel good about what you drink.
• •Headline: More Than a Tea. It's a Moment. Body: Whether you're studying for exams, preparing for a workout, or sharing with friends, Matetea is your partner in wellness. Rich in vitamins and antioxidants, it refreshes your body and mind. Create your moment.
• •Headline: The Perfect Gift for the Curious Drinker. Body: Know someone looking for a new source of energy and flavor? The Matetea experience is a unique gift of wellness and tradition. Introduce them to the vibrant world of yerba mate.