Brand Tone

Elegant and Sophisticated, Knowledgeable and Passionate, Calm and Mindful, Approachable and Welcoming, Wellness-Oriented

Brand Values

• •Quality
• •Experience
• •Knowledge Sharing
• •Wellness and Self-Care
• •Authenticity
• •Community

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand tone (e.g., elegant, knowledgeable, calm), including do's and don'ts, and share it with anyone creating content.
• •Use Consistent Terminology: Stick to a defined set of words and phrases that align with your brand's sophistication and passion for tea (e.g., "infusion," "steep," "notes," "aroma," "terroir" instead of more generic terms).
• •Prioritize Quality Over Quantity in Content: Ensure all copy is well-crafted, grammatically correct, and reflects the elegance of the brand. Proofread meticulously.
• •Speak to the "Why": Connect your products to the values of wellness, experience, and mindful moments. Don't just describe the tea; describe the feeling and experience it provides.
• •Maintain Visual and Textual Harmony: Ensure the tone of your copy aligns with your visual branding (photography, website design). If the visuals are elegant and calm, the copy should echo this.

Social Perception

Aspirational yet Accessible, Trustworthy and Authentic, A Source of Relaxation and Indulgence, Modern and Aesthetically Pleasing, Engaged with its Niche

Copy Examples

• •Instagram Post (Image: A beautifully steeped cup of tea with steam rising): "Elevate your afternoon. Discover the nuanced notes of our single-origin Silver Needle white tea – a whisper of calm in every sip. #TheRefinedLiquid #TeaRitual #MindfulMoments #LuxuryTea #Whitetea"
• •Facebook Ad (Targeting: Individuals interested in wellness and gourmet food): "Beyond the bag. Experience the true essence of tea with our curated collection of premium loose-leaf varieties. From robust blacks to delicate greens, find your perfect infusion and transform your daily ritual. Explore the world of The Refined Liquid. Shop now."
• •TikTok Video Idea (Short, visually appealing video showing the tea leaves unfurling as they steep): Text Overlay: "Watch the magic unfold. ✨ #LooseLeafTea #TeaLover #ASMR #TheRefinedLiquid #SmallBusiness" Voiceover/Caption: "Patience has its rewards. Experience the full flavour and aroma that only premium loose-leaf tea can offer. What’s your go-to steep?"
• •Website Product Description (For an Oolong Tea): "Journey to the misty mountains with our Orchid Crest Oolong. Hand-picked and artfully oxidized, this exquisite tea offers a symphony of floral and creamy notes that dance on the palate. A truly sophisticated steep for the discerning tea drinker. Learn more about its unique terroir and brewing recommendations below."
• •Email Newsletter Snippet (Subject: Find Your Moment of Calm): "Dear [Customer Name], In the rush of the everyday, we invite you to pause and reconnect with yourself through the simple, profound ritual of tea. Our latest arrivals from the spring harvest are here, brimming with fresh flavours and the promise of tranquility. Discover your new favourite escape with The Refined Liquid."