Brand Tone

Authentic, Passionate, Friendly & Welcoming, Informative & Educational, Community-Oriented

Brand Values

• •Authenticity: Offering genuine products that represent true Argentinian heritage.
• •Quality: Providing high-quality items to their customers.
• •Cultural Celebration: Promoting and sharing the richness of Argentinian culture and traditions.
• •Connection & Community: Bringing people together through shared experiences, like the ritual of drinking mate.
• •Customer Accessibility: Making Argentinian products available worldwide, particularly to the US market.

Best Practices

• •Embrace Authenticity: Always use language that reflects a genuine connection to Argentina and its culture. Avoid overly generic marketing speak. Focus on storytelling and the origin of products.
• •Be an Educator: Infuse copy with interesting facts about mate, its preparation, cultural significance, or the origin of other products. This adds value beyond the product itself.
• •Foster Community: Use inclusive language ("we," "us," "join our community"). Encourage sharing and interaction. Pose questions in social media captions to engage followers.
• •Maintain a Passionate & Friendly Voice: Let enthusiasm for Argentinian products and culture shine through. Be approachable and helpful in all communications, from product descriptions to customer service interactions.
• •Stay Consistent Across Channels: Whether it's the website, Instagram, email, or packaging, ensure the tone remains recognizable. Develop a simple style guide with key brand voice words and phrases if helpful.

Social Perception

Positive for Product Quality & Authenticity, Legitimate Supplier, Resource for Mate Enthusiasts, Cultural Ambassador

Copy Examples

• •Headline (Website Banner): "Taste Argentina. Share the Moment. Discover authentic Yerba Mate and more, shipped from our heart to your home."
• •Instagram Caption (Product Post - Mate Gourd): "More than just a cup, it's a tradition. ✨ Our handcrafted mate gourds are your perfect companion for authentic Argentinian moments. Ready to start your ritual? #TheArgentino #YerbaMate #ArgentinianCulture #MateGourd #ShareTheMate"
• •Email Subject Line (Promotion): "Bring Argentina Home 🇦🇷 | Enjoy 15% Off Your First Mate Kit!"
• •Product Description Snippet (Yerba Mate): "Experience the true essence of Argentina with our premium [Yerba Mate Brand Name]. Sourced directly from the heartlands, this yerba offers a [flavor profile e.g., smooth, robust, earthy] taste, perfect for energizing your day or sharing with friends. Learn the art of mate with us! [Link to blog post on how to prepare mate]"
• •About Us Snippet: "At The Argentino, we're more than a store – we're a bridge to the vibrant culture of Argentina. We passionately curate authentic, high-quality products, inviting you to explore traditions, connect with loved ones, and savor the unique flavors of our homeland. Join our community of Argentina lovers!"