Brand Tone

Elegant & Sophisticated, Authentic & Passionate, Mindful & Serene, Informative & Educational, Friendly & Approachable

Brand Values

• •Quality: Commitment to sourcing and crafting high-quality Indonesian teas.
• •Indonesian Heritage: Passion for promoting and preserving Indonesia's rich tea culture.
• •Authenticity & Origin: Focus on single-origin teas and transparency about their source.
• •Craftsmanship: Artisan approach to tea blending and creation.
• •Sustainability & Local Empowerment: Working with local farmers and producers, and promoting eco-friendly practices.
• •Mindful Experience: Encouraging tea as a means to create calm, memorable, and personal moments.
• •Community: Engaging with tea lovers through workshops and their tea bar.

Best Practices

• •Develop a Brand Voice Guide: Create a document detailing the brand's tone (e.g., adjectives like "elegant," "mindful," "authentic"), language style (e.g., use of sensory words, storytelling), and "do's and don'ts." This ensures everyone writing for the brand is aligned.
• •Prioritize Storytelling: Weave narratives around the origin of the teas, the Indonesian heritage, the artisans, and the mindful experiences tea can offer. This reinforces authenticity and passion.
• •Use Sensory and Evocative Language: Describe the aromas, flavors, and feelings associated with drinking TEMA Tea. Words like "delicate," "bold," "soothing," "vibrant," "tranquil" can enhance the elegant and mindful tone.
• •Maintain Visual-Textual Harmony: Ensure the copy on social media, website, and packaging aligns with the sophisticated, clean, and natural aesthetic of TEMA Tea's visual branding. The words should complement the images and vice-versa.
• •Educate and Inspire: Beyond selling, aim to inform customers about the nuances of Indonesian tea, brewing techniques, and the cultural significance. Frame this education in an inspiring way that connects with the desire for quality and mindful living.

Social Perception

TEMA Tea is generally perceived as a premium, high-quality local Indonesian tea brand. Customers appreciate the unique flavors, the focus on Indonesian origin, and the artisan quality of the products. The brand is seen as a key player in elevating the status of Indonesian tea and educating consumers. There is an appreciation for their aesthetic presentation and suitability for gifting. The opening of a physical tea bar has been positively received, offering an immersive experience. The brand evokes a sense of pride in local products.

Copy Examples

• •Headline: Discover the Soul of Indonesian Tea. Body: Journey with TEMA Tea to the heart of Indonesia's pristine tea gardens. Each leaf, a testament to our land's rich heritage, mindfully crafted to bring you an unparalleled tea experience. Explore our single-origin collection. Tone: Authentic, Elegant, Passionate
• •Headline: Your Moment of Serenity Awaits. Body: In the gentle steam of a freshly brewed cup, find your calm. Our Serenity blend, a delicate dance of chamomile and lavender, is more than just tea – it's an invitation to pause, reflect, and rejuvenate. Tone: Mindful, Serene, Sophisticated
• •Headline: Crafted with Passion, Rooted in Tradition. Body: At TEMA Tea, we honor the hands that cultivate and the traditions that shape our exquisite Indonesian teas. Learn the story behind every sip and the local artisans we proudly support. Tone: Authentic, Informative, Respectful
• •Headline: The Art of Indonesian Tea, Shared. Body: Join our upcoming tea tasting workshop and immerse yourself in the diverse aromas and flavors of Indonesia. Let our experts guide you through a curated selection, from the highlands of Java to the serene gardens of Bali. Limited spots available. Tone: Educational, Engaging, Passionate
• •Headline: Gift an Experience of Exquisite Taste. Body: Looking for a thoughtful gesture? TEMA Tea offers beautifully curated gift sets, showcasing the best of Indonesian artisan tea. Share a moment of warmth and discovery with someone special. Tone: Elegant, Sophisticated, Generous