Brand Tone

Artistic & Sophisticated, Passionate & Enthusiastic, Caring & Nurturing, Modern & Approachable, Conscious & Responsible

Brand Values

• •Quality
• •Art & Design
• •Well-being
• •Sustainability
• •Tradition & Heritage
• •Community & Local Connection
• •Customer Service

Best Practices

• •Emphasize Sensory Experience & Emotion: Use evocative language that appeals to the senses (aroma, taste, visual appeal of leaves and packaging) and connects with feelings of comfort, well-being, and delight. Reflect the mission of tea as an "elixir of redemption, hope, and renewed vigor."
• •Highlight Artistry and Quality: Consistently mention the collaboration with local artists, the SCAD connection, and the commitment to high-quality, natural, and/or organic ingredients. This reinforces the sophisticated yet approachable image.
• •Maintain a Warm and Inviting Voice: The tone should be welcoming, like an invitation into the "fantastic world of tea." Avoid overly technical jargon unless explaining specific tea benefits clearly and simply.
• •Weave in Sustainability and Values: Gently remind customers of the brand's commitment to natural ingredients, allergen-free options, and sustainable practices in packaging and sourcing where appropriate.
• •Connect with Heritage and Modernity: Balance the brand's historical roots with its modern approach to tea and design. Show respect for tradition while emphasizing current relevance and innovation, such as the owner's creative tea experiments (e.g., baking with tea).

Social Perception

High-Quality & Artisanal, Aesthetically Pleasing, Associated with Wellness & Comfort, Local & Authentic (Savannah), Flavor Experience Varies, Emerging/Evolving Brand

Copy Examples

• •Headline: Unwind Your Day, One Sip at a Time. Body: Discover the serene world of Hale Tea. Our Relax Herbal Dream blend is a handcrafted symphony of nature's finest calming herbs, designed to melt away stress and invite tranquility. More than just tea, it's your daily ritual of comfort.
• •Headline: Artfully Brewed. Sustainably Sourced. Body: At The Hale Tea Company, we blend passion with purpose. Experience exquisite loose-leaf teas, curated for their exceptional quality and natural goodness, wrapped in designs by local Savannah artists. Taste the tradition, embrace the artistry.
• •Headline: From Historic London to Sunny Savannah, A Legacy in Every Leaf. Body: The Hale Tea Company brings you a heritage of fine tea, reimagined for the modern connoisseur. Our Jones Street Jasmine, adorned with local art, offers a fragrant escape. Good for your body, soul, and our planet.
• •Headline: More Than Tea, It's a Hale Lifestyle. Body: Elevate your everyday with The Hale Tea Company. From invigorating morning blends to soothing evening soaks with our Hale Beauty botanicals, we believe in nurturing your well-being from the inside out. 100% natural, always delightful.
• •Headline: Gift the Essence of Savannah. Body: Looking for a unique, thoughtful present? Our Artisan Series teas, featuring beautiful watercolor scenes by Savannah artists, are a perfect taste of Southern charm and premium quality. Share a cupful of comfort and joy.