Brand Tone

Charming & Welcoming, Nostalgic & Traditional, Gracious & Appreciative, Passionate & Quality-Focused

Brand Values

• •Tradition & Heritage: Inspired by family traditions, particularly those of the owners' grandmothers, and upholding the classic experience of afternoon tea.
• •Quality & Craftsmanship: A commitment to providing high-quality teas, delicious food made with care (often from scratch), and attention to detail.
• •Connection & Community: Creating a space and an experience where people can slow down, connect with friends and family, and nurture relationships. The phrase "reflecting on all the sweet little good things of life. Like family. Like friends. And a lovely cup of tea" encapsulates this.
• •Creating Memories & Special Moments: Positioning tea and their tea house as a way to celebrate occasions and enjoy moments of peace and normalcy.
• •Staying Small & True to Roots: Despite their popularity, they value "Stay small. Be good at what you do." This suggests a focus on maintaining intimacy and quality over rapid expansion.

Best Practices

• •Embrace Storytelling: Weave in the history of the brand, the inspiration from family, and the stories of customers creating memories. This reinforces the nostalgic and personal aspect of the brand.
• •Use Warm and Evocative Language: Choose words that create a sense of comfort, charm, delight, and tradition (e.g., "cherished," "heartfelt," "exquisite," "timeless," "cozy").
• •Focus on the "Why": Go beyond describing the products (tea, food) and highlight *why* customers should choose Secret Garden – for connection, relaxation, celebration, and experiencing quality.
• •Maintain a Gracious and Appreciative Voice: Regularly express thanks to customers and highlight the shared joy of the tea experience. This can be done in social media captions, email newsletters, and website copy.
• •Be Authentic and Personal: Let the passion of the owners and the "family feel" of the business shine through. Avoid overly corporate or generic language. Share insights into the tea-making process or the inspiration behind blends.

Social Perception

Positive & Cherished Local Gem, Associated with Tradition and Quality, A Place for Special Occasions, Sometimes Seen as a Bit Pricey but Often Worth It

Copy Examples

• •Headline: Rediscover the Joy of Connection. One Perfect Cup at a Time. Body: Step into The Secret Garden Tea Company, where every detail is steeped in tradition and warmth. Share laughter, stories, and our signature blends with those who matter most. It’s more than tea; it’s a cherished moment.
• •Headline: Your Weekly Pause Awaits. Body: Life rushes by, but here, time slows. Join us for an afternoon of delightful treats, exquisite teas, and the simple pleasure of good company. Inspired by generations of tea lovers, just like you.
• •Headline: From Our Family to Yours: A Tradition of Taste. Body: For over 20 years, we've poured our hearts into crafting the perfect tea experience. Taste the tradition, the quality, and the love in every sip and every bite at The Secret Garden.
• •Headline: Celebrate Life's Sweetest Moments with Us. Body: Birthdays, anniversaries, or simply a 'just because' treat – make it memorable at The Secret Garden. Our high tea is an invitation to indulge, relax, and create lasting memories.
• •Headline: The Secret's Out: It’s All About Quality Tea and Timeless Charm. Body: Discover our curated collection of premium loose leaf teas online or visit our beloved Vancouver tea house. Experience the inviting atmosphere and dedication to excellence that has made us a local favorite.