Brand Tone

passionate, friendly, and knowledgeable

Brand Values

• •Quality and Flavor
• •Natural and Ethical Sourcing
• •Sustainability
• •Community and Passion
• •Accessibility and Education

Best Practices

• •Lead with Passion: Always write from the perspective of a tea lover. Use enthusiastic and evocative language that focuses on flavour, aroma, and the experience of drinking tea.
• •Tell the Story: Weave the brand's origin story and values into your copy. Remind customers that the teas are crafted by a real person who was seeking better flavour, which builds authenticity.
• •Educate Gently: Share knowledge about tea in a friendly, accessible manner. Whether explaining brewing techniques or the origin of a blend, the goal is to empower the customer, not intimidate them.
• •Highlight the "Why": Don't just sell a product; sell the values behind it. Always connect the features (e.g., loose-leaf, biodegradable bags) to the benefits (e.g., better taste, less waste, supporting a sustainable future).
• •Maintain a Friendly & Approachable Tone: Use a conversational style. Address the customer directly ("your new BFF," "Join us"). This approachability should extend from website copy to social media captions and customer service interactions.

Social Perception

The public perceives The Leafy Tea Company as a high-quality, trustworthy, and eco-conscious independent business. Customers frequently praise the 'splendid teas' and 'lovely flavours,' and appreciate the fast delivery and good customer service. Its discovery through local markets and cafes adds to its authenticity, and the eco-friendly packaging is a significant value-add.

Copy Examples

• •Tired of Earl Grey that smells better than it tastes? We were too. That’s why our Earl Grey is blended with fragrant, single-estate black tea from Malawi and pure bergamot oil. It’s a classic, reimagined. Bold, fragrant, and anything but boring. Tap to discover the difference.
• •Teas That Actually Taste As Good As They Smell. Welcome to the end of disappointing brews.
• •Your Daily Ritual, Made Sustainable. Love tea, but hate the waste? Our loose-leaf blends and biodegradable pyramid bags are packed with flavour, not plastic. Enjoy a delicious, guilt-free cup that’s better for you and the planet. Shop our eco-friendly collection now.
• •Psst... Your new favourite tea is waiting. (And it's on sale!)
• •Meet our 'Sunset Rooibos.' A caffeine-free hug in a mug, hand-blended with sweet South African rooibos, calming chamomile, and a hint of vanilla. Perfect for unwinding after a long day. Brew for 4-5 minutes, take a deep breath, and let the day melt away. Ingredients: Rooibos, Chamomile Flowers, Natural Vanilla Flavour.