Brand Tone

authoritative, traditional, and professional, caring and responsible, accessible and appreciative

Brand Values

• •Heritage & Legacy
• •Quality
• •Sustainability & Environment
• •Community & People
• •Global Leadership & Expertise

Best Practices

• •Emphasize Heritage Authentically: Consistently weave in the brand's long history (e.g., "Since 1869," "Over 150 years of expertise") to reinforce tradition and trustworthiness, but avoid making it sound outdated by connecting it to present quality and innovation.
• •Use Authoritative yet Accessible Language: While showcasing expertise and global leadership, ensure the language remains understandable and inviting to the consumer. Avoid overly technical jargon unless explained. The tone should be confident but not arrogant.
• •Highlight Quality and Craftsmanship: Focus on the meticulous processes, from handpicking leaves to expert blending, to underscore the premium nature of the products. Use descriptive words that evoke sensory experiences (e.g., "rich aroma," "robust flavour," "golden-tipped leaves").
• •Integrate Values Seamlessly: Naturally incorporate mentions of sustainability, community support, and ethical sourcing into product descriptions and brand storytelling. This shows these values are inherent, not just an add-on.
• •Maintain a Professional and Respectful Demeanor: In all communications, from website copy to social media interactions and customer service, uphold a professional, respectful, and slightly formal tone that aligns with a company of such stature and history.

Social Perception

long-standing, major global tea producer with a significant heritage, ethically produced teas directly from their farms, ethical practices, community support, and environmental stewardship

Copy Examples

• •Headline: Since 1869, Cultivating Excellence in Every Cup. Body: For over 150 years, McLeod Russel has been more than just a name in tea; it's a legacy steeped in tradition and an unwavering commitment to quality. From our historic estates to your home, experience the authentic taste of expertise. Call to Action: Discover Our Heritage Teas.
• •Headline: The Art and Science of World-Class Tea. Body: At McLeod Russel, we blend generations of tea mastery with meticulous care. Our state-of-the-art facilities and dedicated experts ensure that every leaf reflects our promise: the finest tea, crafted responsibly. Call to Action: Explore Our Process.
• •Headline: More Than Tea. A Commitment to Our Planet and People. Body: We believe the best tea is grown in harmony with nature and in support of our communities. Our sustainable practices and community initiatives are as integral to McLeod Russel as the exquisite flavour of our brews. Call to Action: Learn About Our Sustainability Journey.
• •Headline: From Our Estates, Directly to Your Teacup. Body: For the first time, the trusted source of the world's finest teas brings its legacy directly to you. No middlemen, just pure, estate-fresh tea, lovingly blended with over a century of passion. Call to Action: Shop the Freshest Blends.
• •Headline: Taste the Legacy. Feel the Tradition. Body: Each sip of McLeod Russel tea is an invitation to experience a rich history. Our signature estates are renowned globally for producing the gold standard in black tea. Indulge in a tradition of excellence. Call to Action: Experience Our Signature Collections.