Brand Tone

Approachable, Friendly, Passionate, Sincere, Educational, Informative, Encouraging, Supportive, Modern, and Health-Conscious

Brand Values

• •Health and Wellness
• •Quality and Craftsmanship
• •Authenticity and Transparency
• •Customer Focus and Community
• •Sustainability

Best Practices

• •Embrace the Founder's Story: Continuously weave in elements of Elias's journey and the "Ikigai" philosophy. This adds authenticity and a personal touch that resonates with the brand's sincere tone.
• •Prioritize "Feel Good" Language: Use words and phrases that evoke positive emotions, wellness, vitality, calm, and enjoyment. Focus on the benefits and the experience, not just the product features.
• •Maintain an Encouraging & Supportive Voice: Position the brand as a partner in the customer's wellness journey. Offer tips, recipes, and create content that educates and inspires, rather than just sells.
• •Be Transparent and Honest: Clearly communicate product origins, benefits, and any guarantees. This builds trust and aligns with the brand's value of authenticity.
• •Keep it Approachable and Human: Avoid overly technical jargon. Use a conversational style, ask questions to engage the audience, and respond to comments and reviews in a friendly, personal manner.

Social Perception

Positive Product Experience, Health Benefits Realized, Good Value and Customer Service, Trustworthy and Reliable, Engaging and Approachable

Copy Examples

• •Headline: Your Daily Dose of Delicious Wellness Starts Here. Body: Tired of the coffee jitters but need that morning boost? Discover the smooth, vibrant energy of Crafti Matcha. Sourced with care, crafted for you. Feel the difference. #CraftYourWellness
• •Headline: From Elias's Journey to Yours: Find Your "Feel Good." Body: Our founder, Elias, discovered the power of Matcha during his own search for balance. Now, we bring that same authentic, high-quality superfood experience to you. Taste the passion, embrace the vitality. #LiveFully
• •Headline: Say Goodbye to Bitter Matcha, Hello to Silky Smooth Lattes! Body: We believe healthy shouldn't be a compromise on taste. Our Ceremonial Grade Uji Matcha is organically grown and stone-ground for a rich, umami flavour with virtually no bitterness. Perfect for your daily ritual. #SeriouslyGoodMatcha
• •Headline: More Than Just Tea, It's a Moment for You. Body: Create a mindful pause in your day with Crafti. Whether it's a calming cup of Hojicha or an energizing Matcha, our superfoods are here to support your well-being from the inside out. What will you craft today? #FeelGoodSuperfoods
• •Headline: Join the Crafti Community & Unlock Your Vitality! Body: Thousands have made the switch and are loving their Crafti ritual! Enjoy exclusive rewards, tips, and the support of a community passionate about living well. Plus, our 30-Day Feel Good Guarantee means you can sip with confidence. #CraftiCommunity #WellnessJourney