Brand Tone

bold, playful, and aspirational. It's confident, direct, and speaks the language of its target audience— "Generation T". The copy is often witty and defiant, with a "rule-breaking" attitude. This is encapsulated in their tagline, "Drink tea like everybody's watching," which encourages a performative and social experience. The language used is simple, benefit-focused, and designed to create a sense of excitement and modernity, moving away from the traditional, often subdued, language of the tea industry.

Brand Values

• •Innovation and Disruption
• •Aesthetic and Style
• •Health and Wellness
• •Quality without Compromise
• •Sustainability

Best Practices

• •Embrace the "Rule-Breaker" Attitude: Always write with a confident and slightly defiant edge. Challenge traditional tea conventions and position OFFBLAK as the modern alternative.
• •Speak Visually: Use descriptive and evocative language that complements the brand's strong visual identity. Words should paint a picture that is as vibrant and appealing as the packaging itself.
• •Keep it Aspirational but Accessible: The tone should feel premium and aspirational, yet friendly and relatable. Avoid jargon or overly complex language. It's about being cool, not exclusive.
• •Lead with the Benefit: Structure copy to quickly communicate the feeling or function of the tea. Whether it's for energy, relaxation, or a beauty boost, the "why" should be clear and compelling.
• •Maintain a Playful and Witty Voice: Inject personality into all communications. Use clever wordplay and a lighthearted tone to engage the audience and make the brand memorable and shareable.

Social Perception

OFFBLAK is largely perceived as a modern, trendy, and high-quality tea brand. Customers are attracted to the vibrant packaging and the novel flavor combinations. It is seen as a fun and accessible entry point for those looking to explore beyond traditional tea. The brand has successfully cultivated an image of being a "cool," lifestyle-oriented product, particularly among younger consumers. This perception is reinforced by its direct-to-consumer model and presence in fashion-forward retail contexts like ASOS and Missguided. While some purists may critique the flavor accuracy, the general consensus is positive, focusing on the enjoyable experience and aesthetic appeal the brand offers.

Copy Examples

• •Monday morning hitting you hard? Hit back harder. Our 'You're Golden' tea is your secret weapon. All the power, none of the jitters. #OFFBLAK #FullyCharged #TeaRevolution
• •Your 3 PM slump is officially cancelled. Swap your coffee for a cup of 'Squeeze Me' orange & jasmine green tea. It's the refresh your afternoon is begging for. Taste the rebellion. #ByeByeBoring #GenT
• •Ready for your close-up? Our Glow teas are packed with ingredients to make you shine from the inside out. Because wellness should look as good as it feels. #GlowUp #DrinkTea
• •You asked. We listened. Meet [New Flavor Name] – a blend so bold, so unapologetically delicious, it might just be our best rule-breaker yet. Be the first to try it. #NewDrop #OFFBLAK
• •The world can wait. Unplug, unwind, and sip your way to serene. This is your moment. Make it count. #ChillOut #MeTime