Brand Tone

Elegant & Sophisticated, Mindful & Serene, Inspiring & Creative, Welcoming & Community-Oriented, Passionate & Knowledgeable

Brand Values

• •Quality
• •Aesthetics & Design
• •Mindfulness & Experience
• •Communication & Togetherness
• •Creativity & Innovation
• •Sustainability
• •Education & Accessibility

Best Practices

• •Emphasize the Sensory Experience: Use descriptive language that evokes the aroma, taste, and visual beauty of the tea and the feeling of the tea-drinking ritual. Talk about "mellow aromatic flavor," "beautiful taste sensation," and "limitless aesthetics."
• •Highlight Mindfulness and Connection: Frame tea drinking as an opportunity for pause, reflection, and connecting with oneself or others. Use words like "mindful moments," "joyful moments together," "peace," and "community."
• •Showcase Quality and Craftsmanship: Subtly communicate the premium nature of the products by mentioning careful sourcing, artistry, and uncompromising quality standards.
• •Maintain an Elegant and Inspiring Tone: Keep the language sophisticated yet accessible, aiming to inspire curiosity and a desire for the lifestyle P & T represents. Focus on "creativity," "inspiration," and "enriching life."
• •Integrate Design and Aesthetics: Weave in references to the brand's commitment to beautiful, functional design in products, packaging, and store experiences, reflecting their "Japanese design meets Scandinavian influences" philosophy.

Social Perception

Premium & High-Quality, Aspirational Lifestyle Brand, Knowledgeable & Authentic, Aesthetic & Enjoyable Experience, Innovative & Modern

Copy Examples

• •Headline: Discover Your Moment. Explore P & T. Body: In the rush of the everyday, find a quiet pause. Our curated collection of exceptional teas and thoughtfully designed accessories invites you to craft your own ritual of serenity and delight. Experience the art of tea. Call to Action: Shop Teas & Accessories
• •Headline: More Than Tea. A Philosophy. Body: At PAPER & TEA, we believe in the power of a simple cup to connect, inspire, and rejuvenate. From the world's finest tea gardens to your cherished cup, each leaf tells a story of quality, mindfulness, and the beauty of shared moments. Call to Action: Learn Our Story
• •Headline: The Art of Gifting, Perfected. Body: Elevate your gestures with gifts that speak of thoughtfulness and exquisite taste. Whether a rare single-origin tea or an elegantly crafted accessory, PAPER & TEA offers a unique way to share warmth and inspire joy. Call to Action: Explore Gift Sets
• •Headline: Brew Beauty. Sip Serenity. Body: Transform your daily routine into a mindful escape. Our carefully selected teas, from vibrant Master Blends to calming herbals, are your companions in creating moments of peace and sensory pleasure. Embrace the ritual. Call to Action: Find Your Perfect Brew
• •Headline: Where Design Meets Delight. Body: Experience the PAPER & TEA aesthetic. Our award-winning approach to design touches everything from our sustainable packaging to our serene store environments, ensuring every interaction is a moment of beauty and inspiration. Call to Action: Visit Our Stores