Brand Tone

Aspirational yet Accessible, Wellness-Focused, Modern & Clean, Friendly & Encouraging, Enthusiastic & Passionate.

Brand Values

• •Quality
• •Health & Wellbeing
• •Simplicity & Purity
• •Community
• •Modern Ritual

Best Practices

• •Create a Brand Voice Chart: Detail your brand's personality traits (e.g., energetic, calm, expert, friendly), we are this / we are not that statements, and key vocabulary/phrases to use or avoid. This serves as a guide for all content creators.
• •Focus on You (The Customer): Frame benefits and features around how they help or inspire the customer. Instead of Our matcha is high quality, try Experience the smooth, vibrant taste of our high-quality matcha for your daily energy.
• •Embody the Lifestyle: Your copy should not just describe the product but also evoke the feelings and experiences associated with the brand's values (e.g., mindfulness, clarity, natural energy). Use storytelling to connect on an emotional level.
• •Be Consistent Across All Channels: While the specific execution might vary (e.g., TikTok is more informal than a website blog), the core brand voice and values should remain recognizable. Adapt the tone slightly for the platform and audience, but don't deviate from the fundamental personality.
• •Listen and Adapt (Slightly): Pay attention to how your audience talks about your brand and products. Incorporate their language (where appropriate) to build resonance, but always filter it through your established brand voice to maintain authenticity and leadership. Regularly review and refresh your copy guidelines as your brand evolves.

Social Perception

A premium matcha provider, A lifestyle brand, Trustworthy and authentic, Aesthetic and trendy, A healthier alternative to coffee.

Copy Examples

• •Instagram Post (Image: A vibrant matcha latte): Elevate your mornings. ✨ Our ceremonial grade matcha isn't just a drink, it's your ritual for calm energy and focused days. How do you start your #MatchaMoment?
• •Website Product Description (For a starter kit): New to the world of matcha? Welcome! Our Essentials Kit has everything you need to whisk up the perfect cup of vibrant, energizing matcha. Pure, potent, and deliciously smooth. Your journey to better energy starts here.
• •Facebook Ad (Targeting health-conscious individuals): Swap the jitters for sustained clarity. Matcha & Co offers 100% organic Japanese matcha, packed with antioxidants for a natural boost to your body and mind. Feel the difference.
• •TikTok Video Caption (Video: Quick matcha recipe): Level up your daily grind! 🚀 Whip up this super easy & delicious matcha latte in under 60 secs. Tag a friend who needs this energy! #matcha #matchalatte #easyrecipe #healthydrinks
• •Email Newsletter Subject Line: Discover Your Calm Energy + A Special Treat Inside!