Brand Tone

elegant, educational, mindful, sophisticated, respectful of tradition, accessible, modern, authoritative

Brand Values

• •Authenticity & Tradition
• •Quality & Purity
• •Modernity & Accessibility
• •Wellness & Mindfulness
• •Wabi Sabi

Best Practices

• •Lead with Philosophy, Follow with Product: Start with the "why"—the ritual, the moment of calm, the tradition. Frame the product as the vehicle for this experience. Use concepts like "The Art of Everyday" and "Wabi Sabi" to give context and depth.
• •Use Elegant & Educational Language: Employ sophisticated but clear language. Explain terms like "umami," "ceremonial grade," and "L-theanine" to educate the consumer, reinforcing the brand's authority and the product's premium nature.
• •Emphasize Authenticity and Origin: Always mention the Japanese heritage, the specific regions of cultivation (e.g., Kagoshima, Yame), and the partnership with artisans. This narrative of traceability and tradition is a key differentiator.
• •Balance Tradition with Modernity: While honoring the past, show how the product fits into a contemporary lifestyle. Use recipes for modern drinks like matcha martinis or lattes alongside instructions for traditional preparation.
• •Maintain a Mindful and Serene Voice: The copy should feel calm and intentional. Use words that evoke peace, focus, and wellness. The goal is to make the reader feel like they are taking a "gentle pause" just by interacting with the brand.

Social Perception

high-end, aspirational, quality, standout matcha, cultural movement, authentic, premium perception, luxury indulgence

Copy Examples

• •The Art of the Everyday. Your daily ritual, elevated. Our Ceremonial Grade Matcha is more than a drink; it's a moment of clarity in a fast-paced world. Find your calm, focused energy with the authentic taste of Japan. #SayuriTea #MatchaRitual #MindfulMoments
• •Swap Your Coffee Crash for Calm Energy. Feel the difference with SAYURI. Our organic matcha provides a steady, jitter-free energy boost thanks to L-theanine. Support your focus and well-being with a ritual rooted in centuries of Japanese tradition. Discover our collection today.
• •Perfectly Imperfect. Powerfully Pure. Inspired by the Japanese principle of "Wabi Sabi," this blend celebrates the beauty of simplicity. Sourced from organic tea fields in Kagoshima, it offers a perfectly balanced, creamy flavor for your daily latte or iced matcha. Embrace the art of everyday wellness.
• •From Our Fields to Your Cup: A New Tradition Awaits. At SAYURI, we bridge the gap between tradition and modernity. We are honored to introduce our newest curated green tea, sourced directly from a family-owned farm in Yame. Experience a new layer of Japanese heritage and craftsmanship. Exclusively for our communi-tea.
• •Experience the Ritual. Taste the Authenticity. SAYURI brings the ancient art of Japanese tea to the modern world. Discover our curated collection of organic matcha and green teas.