Brand Tone

Knowledgeable & Expert, Passionate & Artisanal, Honest & Transparent, Premium & Quality-Focused, Approachable & Welcoming, Rooted in Edinburgh/Scottish Heritage

Brand Values

• •Honesty
• •Quality & Excellence
• •Artistry & Creativity
• •Heritage & Tradition
• •Education & Sharing Knowledge
• •Ethical Practices
• •Customer Experience

Best Practices

• •Emphasize Expertise with Humility: Share deep knowledge about tea origins, flavour profiles, and brewing techniques, but always in an accessible and inviting way. Avoid jargon where possible, or explain it clearly.
• •Showcase the "Honesty" Value: Be transparent about sourcing, ingredients, and blending processes. Tell stories about the tea gardens and producers you work with. This builds trust and reinforces your ethical stance.
• •Balance Premium Quality with Approachability: While your teas are high-quality and artisanal, ensure the language used invites everyone to explore, from the tea novice to the connoisseur. Highlight the experience and enjoyment, not just exclusivity.
• •Infuse Passion and Artistry: Let your love for tea shine through. Use evocative language to describe aromas and tastes. Share the creative process behind your unique blends.
• •Maintain a Consistent Voice Across Platforms: While the style might adapt slightly (e.g., more informal on TikTok), the core tone (knowledgeable, passionate, honest, premium yet approachable) and values should remain consistent across the website, social media, email, and in-store interactions. Develop a simple brand voice guide for anyone creating content.

Social Perception

Customers and reviewers perceive PekoeTea as a purveyor of high-quality, artisanal teas. They are seen as knowledgeable, passionate, and providing excellent customer service. The brand is associated with ethical sourcing and a commitment to transparency. The Tea Studio is regarded as a valuable addition for tea enthusiasts in Edinburgh, offering unique experiences. While considered a premium brand, many feel the quality justifies the price. They are recognized for their unique blends, especially their whisky-infused teas.

Copy Examples

• •Instagram Post (Image of a steaming cup of rare single-estate tea): Journey to the mist-covered hills of Darjeeling with our Rohini First Flush. Hand-picked, directly sourced, and brimming with delicate floral notes. Discover the authentic taste of true artisan tea. #PekoeTeaEdinburgh #SingleOrigin #TeaLovers #ArtisanTea #DirectTrade
• •Facebook Ad (Targeting local Edinburgh residents): Unwind and explore a world of flavour at the PekoeTea Studio on Leith Walk. Join us for a bespoke tea tasting experience or find your new favourite from our handcrafted blends. Your Edinburgh tea sanctuary awaits. #EdinburghTea #Leith #TeaTasting #SupportLocal #PekoeTea
• •Website Banner (Promoting a new blend): Introducing 'Leith Morning Brew': Our master blenders’ newest creation, crafted with passion right here in Edinburgh. Bold, invigorating, and honestly delicious. Taste the artistry in every cup. #NewBlend #HandcraftedTea #PekoeTea #EdinburghMade
• •Email Newsletter Subject Line: Unlock a World of Tea: Expert Tips & Our Latest Ethical Sourcing Story Inside! (Body snippet): At PekoeTea, honesty isn't just a policy, it's a promise. This month, we take you behind the scenes to the [Tea Region] estate where our [Tea Name] is grown with care for both quality and community...
• •TikTok Video Concept (Short, visually appealing): (Video: Quick cuts showing tea leaves, blending process, steeping, pouring, enjoying) From leaf to your cup, with honesty & artistry ✨🌿 PekoeTea Edinburgh: Real tea, real flavour. #TeaTok #Edinburgh #Artisan #SmallBatch #TeaTime