Brand Tone

Authentic, Educational, Reverent, Knowledgeable, Passionate, Connoisseurial, Descriptive, and Evocative.

Brand Values

• •Expertise and Authenticity
• •Quality and Excellence
• •Tradition and Craftsmanship
• •Transparency and Education
• •Holistic Well-being

Best Practices

• •Lead with Story and Origin: Always connect the product to its place, people, and history. The narrative of the founders' journey and the stories of the growers are powerful differentiators.
• •Use Evocative, Sensory Language: Go beyond simple descriptions. Use specific and rich flavor notes (e.g., "roasted chestnuts," "honeysuckle," "cinnamon") to paint a vivid picture for the consumer.
• •Educate, Don't Just Sell: Frame copy around educational moments. Explain why a high-mountain tea is different, what "furry tip" means, or the science behind a tea's sweetness. This builds authority and consumer appreciation.
• •Emphasize the 'Why' Behind the Price: Subtly justify the premium cost by highlighting the meticulous, small-batch, and expert-led process —hand-picking, direct partnerships, and master certifications.
• •Maintain a Tone of Reverence and Respect: The copy should always reflect a deep respect for the tea, its cultivators, and the culture it comes from. This is not just a commodity; it's an art form. This tone will resonate with the target audience of connoisseurs and enthusiasts.

Social Perception

Perceived as a premium, high-quality brand for serious tea enthusiasts, experts, and trusted purveyors of authentic Chinese teas. Associated with a mindful, ritualistic approach to tea consumption rather than a quick caffeine fix. The higher price point is generally accepted by its target audience as a reflection of the superior quality and the immense effort that goes into sourcing their products.

Copy Examples

• •Journey to the Phoenix Mountains in a single cup. Our new Honey Orchid Dan Cong is hand-finished by the Li family, guardians of a 400-year-old tea tradition. Taste the legacy of sun, soil, and meticulous craftsmanship in every amber infusion.
• •From 100-year-old wild trees in Guizhou, we present Mao Jian. Each bud, covered in a delicate 'furry tip,' is a testament to slow growth and concentrated flavor. Experience notes of toasted chestnut and a whisper of cinnamon—a green tea that is both profound and exceptionally smooth.
• •Meet Mr. Chen. For over 50 years, he has been hand-firing the oolongs we so deeply admire. It is not just a process; it is a conversation between man and leaf. This is the heart of Qi Fine Teas—the human touch in every product we share.
• •The vessel matters. Our teaware is sourced from the ancient kilns of Jingdezhen, where porcelain was born. Elevate your ritual with ceramics that carry as much history and artistry as our teas.
• •What is 'Qi'? It is the vital energy in all living things. In tea, it is the calming, centering feeling that a truly fine brew imparts. It’s a connection to the mountain, the mist, and the mindful quiet in your day. Discover the 'Qi' in your cup.