Brand Tone

Authentic, compassionate, community-focused, inspiring, educational, warm, sincere, respectful, and culturally grounded (incorporating te reo Māori).

Brand Values

• •Holistic Wellbeing (Whare Tapa Whā)
• •Community Nourishment
• •Empowerment and Education
• •Manaakitanga (Care and Respect)
• •Resilience and Authenticity

Best Practices

• •Lead with 'Why': Always connect your copy back to the core purpose of empowering holistic health. Every post, product, and message should echo the brand's foundational mission to nourish and educate.
• •Embrace Te Reo Māori Authentically: Continue to weave Māori concepts and language into the copy. This is not just a branding tool but the genuine expression of the company's philosophy. Define terms like Puku, Whānau, and Manaakitanga to educate and include a wider audience.
• •Speak from the Heart: Maintain the authentic, personal, and sometimes vulnerable tone established by the founders. People connect with the real story of passion, challenge, and resilience. Storytelling is a powerful tool for wellness brands.
• •Focus on Empowerment, Not Just Sales: Frame your copy around giving the customer knowledge and tools. The goal is to help them take charge of their health. The product is a means to that end, not the end itself.
• •Be a Unifying Voice: Use inclusive language like "we," "our community," and "whānau." Foster a sense of a collective journey. The name itself, "Kotahitanga" (Unity, solidarity), used for your products, is a powerful anchor for this practice.

Social Perception

Overwhelmingly positive; viewed as a significant community asset and beloved local business. Perceived as award-winning, respected community champions, and victims of policy change rather than business failure.

Copy Examples

• •The journey to wellness is a path we walk together. We started Te Ara Wellness with a simple belief: that the strength of our community begins with the health of our whānau. Introducing our new Kotahitanga Plant-Based Protein, crafted with the same love and commitment to holistic health that has always been our guide. It's more than just nourishment; it's a step on your path to wellbeing. #TeAraWellness #PukuOra #Kotahitanga
• •Te Ara Wellness was born from a vision to nourish and empower. Grounded in the wisdom of Te Whare Tapa Whā, we believe true health is a balance of mind, body, spirit, and whānau. Though our journey has seen chapters close, our purpose remains unchanged: to provide the tools for you to build a powerful, healthy puku and live in your highest form of wellness. Our story is one of resilience, community, and the enduring power of good kai.
• •Subject: A moment for you, from our whānau. In the quiet moments, we find our strength. We wanted to reach out and thank you for being part of our journey. Your support has been the backbone of everything we've strived to build. As we look to new beginnings, we hold fast to our mission of empowerment through wellness. Here's a simple recipe to nourish your puku and warm your spirit this week. Kia kaha.
• •Honor your inner strength. Our Kotahitanga Primal Protein is for those who seek to connect with a more ancestral way of nourishment. We've blended high-quality protein with powerful superfoods to support your body's foundation. This is fuel for a resilient body and a vibrant life, respecting the wisdom of the past to empower your future. Build your wellness from the inside out.
• •What does wellness mean to you? For us, it's in the soil. In the kai. In the connections we share. It's the strength of our puku, the heart of our health. This is Te Ara Wellness. The path to a stronger you, a healthier whānau, a nourished community. Our journey continues.