Brand Tone

Passionate and Authentic, Educational and Story-driven, Artisanal and Exclusive, Personal and Intimate

Brand Values

• •Tradition
• •Authenticity
• •Direct & Ethical Sourcing
• •Cultural Sharing
• •Quality and Excellence

Best Practices

• •Always Lead with the Story: Every piece of copy, from a tweet to a product page, should be anchored in the brand's narrative. Start with the place, the people, or the process before focusing on the product's features.
• •Use "We" and Personal Pronouns: Maintain the personal, intimate tone by writing from the founders' perspective. Use "we traveled," "we discovered," and "our friends, the producers" to reinforce the personal connection.
• •Emphasize Sensory and Emotional Language: Use descriptive words that evoke the senses (aroma, flavor, landscape) and emotions (passion, tradition, friendship). This aligns with the artisanal nature of the product.
• •Educate, Don't Just Sell: Frame content as an opportunity to teach. Explain what "terroir" means for tea, describe a specific processing step, or share a cultural tidbit. This builds value beyond the transaction and reinforces your authority.
• •Maintain Visual and Textual Cohesion: Ensure that the photography and visual branding always match the copy's authentic, natural, and artisanal tone. Images should feature natural light, Chinese landscapes, and the people involved, avoiding a sterile, corporate look.

Social Perception

Niche Authority, Trustworthy and Transparent, High-End and Artisanal, Cultural Bridge

Copy Examples

• •Each leaf tells a story. Ours begins in the Yellow Mountains, with the Lü family, who have cultivated tradition for generations. This isn't just tea; it's the taste of a friendship and the spirit of a place. Experience the authenticity in every sip. #RetourDesMontagnesJaunes #DirectfromFarmer #TeaCulture #SavoirFaire
• •Travel to the Phoenix Mountains with our Dancong Oolong. Sourced in small, precious batches directly from the source, this tea carries the unique minerality of its terroir. We journeyed thousands of miles so you wouldn't have to. Discover the human story behind this exceptional harvest.
• •Your journey to the heart of Chinese tea culture starts here. We're not just importers; we're storytellers, bringing you exceptional teas from family farms we know and trust. Forget the supermarket shelf. Taste the difference that direct sourcing makes. Explore our latest arrivals.
• •Email Newsletter Subject: A Story from Our Latest Sourcing Trip… Body: Dear friend, we've just returned from Anhui, and we couldn't wait to share the experience with you. The air was filled with the scent of spring harvest... [Read more on the blog or listen to our new podcast episode]. As a thank you for being part of our community, here is an exclusive first look at the teas we brought back.
• •Retour des Montagnes Jaunes: Authentic Tea, Human Stories.