Brand Tone

Mindful & Serene, Educational & Passionate, Authentic & Respectful, Modern & Minimalist, Community-Oriented & Welcoming, Creative & Nostalgic

Brand Values

• •Quality & Craftsmanship
• •Authenticity & Heritage
• •Community
• •Wellness & Mindfulness
• •Education
• •Creativity
• •Growth
• •Sustainability & Ethical Sourcing

Best Practices

• •Embrace Mindful Language: Use words that evoke peace, calm, intention, and presence. Phrases like "take a moment," "savor the stillness," "mindfully crafted" reinforce the serene aspect of the brand.
• •Share the Story: Weave in the narrative of the founders, the origins of the teas, and the cultural significance. This builds authenticity and connection, aligning with PARU's values of heritage and storytelling.
• •Educate Gently: Provide information about tea types, sourcing, and brewing in an accessible and inviting way. Avoid overly technical jargon unless explained. The goal is to share passion and knowledge, not to intimidate.
• •Highlight Sensory Details & Quality Cues: Describe the aroma, taste, and appearance of the teas. Mention "garden-direct," "small-batch," "handcrafted," "house-milled" to emphasize the commitment to quality and craftsmanship.
• •Foster a Sense of Community and Connection: Use inclusive language. Speak directly to the customer as part of a shared appreciation for tea. Highlight collaborations and community events to reinforce this value.

Social Perception

PARU is widely perceived as a purveyor of high-quality, artisanal teas and a unique, calming experience. Customers view PARU as a place for authentic tea culture, education, and discovery, appreciating the founders' passion and knowledge. The brand is seen as aesthetically pleasing, modern, and a "hidden gem" for tea enthusiasts. There's strong appreciation for their support of small farms and the stories behind the teas. The shift from a cafe model to a focus on retail and experiences has been noted, with most understanding it as a move to deepen the tea appreciation and education. They are respected for bringing lesser-known tea traditions, especially from Southeast Asia, to a wider audience. The founders' personal story and dedication are integral to the brand's positive perception.

Copy Examples

• •Headline: Discover Your Moment of Calm. Body: In a world that never stops, PARU invites you to pause. Explore our collection of garden-direct teas and handcrafted blends, each a Glimpse into a tradition, a taste of tranquility. Find your stillness, one cup at a time. (Focus: Mindfulness, Quality)
• •Headline: From Our Family Farms, To Your Teacup. Body: We journey to the heart of Asia's most revered tea gardens, partnering with generations of farmers to bring you exceptional leaves. Experience the authentic stories and flavors of single-origin teas, curated with passion by PARU. (Focus: Authenticity, Ethical Sourcing, Quality)
• •Headline: More Than Tea, It's a Tradition Reimagined. Body: At PARU, we honor the rich heritage of tea while embracing modern creativity. Join our workshops, explore unique blends inspired by cherished memories, and connect with a community passionate about the art of tea. (Focus: Education, Community, Creativity)
• •Headline: The Soul of Matcha, Freshly Milled for You. Body: Experience the vibrant energy and serene focus of authentic, house-milled matcha. Sourced directly from Japan, our matcha is a testament to quality and tradition, inviting a mindful ritual into your day. (Focus: Quality, Authenticity, Wellness)
• •Headline: Sip, Connect, Create: The PARU Tea Experience. Body: Beyond the brew, PARU is a space to learn, share, and find inspiration. From private tastings to curated events, immerse yourself in the world of specialty tea and discover the stories that steep in every cup. (Focus: Community, Education, Experience)