Brand Tone

Natural, Serene, and Authentic; gentle, inviting, emphasizing purity and tranquility; friendly and knowledgeable, positioning the brand as a passionate guide to the world of tea and the island's heritage, reflecting calm and a deep connection to nature.

Brand Values

• •Purity and Natural Quality
• •Local Heritage and Authenticity
• •Connection to Nature
• •Tranquility and Well-being

Best Practices

• •Always link the product back to Norfolk Island. Use phrases like "Grown in our pure island soil," "From our island to your cup," or "Inspired by the landscapes of Norfolk."
• •Employ descriptive words that evoke nature, calm, and purity. Words like lush, serene, tranquil, pure, fresh, aromatic, vibrant, earthy, and gentle align perfectly with the established tone.
• •Frame products within a narrative. It's not just "green tea"; it's a tea "that captures the story of the island's lush landscape." Every blend has a connection to a place, a feeling, or an island tradition.
• •The tone should never be aggressive, loud, or use hard-sell tactics. It should be consistently gentle, knowledgeable, and welcoming. The goal is to invite customers into the brand's world, not shout at them.
• •The serene, natural tone of the copy must always be matched by the brand's visuals. Use high-quality images of the island's beautiful scenery, natural light, and simple, elegant product styling to reinforce the message of purity and tranquility.

Social Perception

Overwhelmingly positive and inextricably linked to the perception of Norfolk Island as a travel destination. Customers and online commentators view the brand as a Unique Local Gem, High-Quality and Aromatic, Culturally Rich, and Friendly and Welcoming.

Copy Examples

• •Breathe in paradise. Our Sereni-tea blend is a gentle hug in a mug, crafted with calming herbs grown in the pure air of Norfolk Island. It’s more than just tea; it’s a moment of island calm, wherever you are. #NorfolkIslandTea #PureParadise #TimeForTea
• •Start your day the Norfolk way. Our Island Sunrise blend is a vibrant mix of premium black tea and citrus botanicals, inspired by the golden light that washes over our green hills each morning. This bright, aromatic brew is a perfect, gentle awakening. Pure, natural, and full of island soul.
• •Taste the Essence of Norfolk Island. Pure teas, naturally grown in paradise. Discover your perfect blend.
• •Escape the everyday. On Norfolk Island, we move at the speed of nature. Our teas are a reflection of this serene lifestyle. Hand-blended with local ingredients, each sip is an invitation to slow down and reconnect. Explore our collection and bring home the tranquility of the island.
• •A Taste of Island Calm Delivered to You 🌿