Brand Tone

Authentic, Passionate, Educational, and Refined

Brand Values

• •Quality: Offering premium, carefully selected yerba mate and accessories.
• •Authenticity: Promoting the genuine cultural experience and tradition of yerba mate.
• •Education: Empowering customers with knowledge about yerba mate, its preparation, and benefits.
• •Customer Experience: Providing a smooth purchasing process and helpful information to ensure customers can fully enjoy their products.
• •Passion for Mate Culture: A deep appreciation for the ritual and community aspects of yerba mate drinking.
• •(Implied) Wellness: Highlighting the natural benefits associated with yerba mate.

Best Practices

• •Create a Brand Voice Style Guide: Document key tonal attributes (e.g., authentic, passionate, refined, educational), preferred terminology (e.g., 'ritual,' 'experience,' 'authentic,' 'premium'), words to avoid (e.g., overly casual slang, hype-driven adjectives unless truly applicable), and grammatical preferences. This guide should be accessible to anyone creating content.
• •Focus on 'Why' Beyond 'What': Don't just describe the product; explain its significance, the tradition behind it, the experience it offers, and the passion that drives the selection. This infuses authenticity and passion into the copy.
• •Educate, Don't Just Sell: Frame content around providing value and knowledge to the customer. This naturally lends itself to an educational and authoritative yet helpful tone, building trust and reinforcing the brand as experts.
• •Maintain Consistency Across All Platforms: Ensure that the tone used on the website, product descriptions, social media posts, email marketing, and customer service interactions is harmonious. A customer should feel they are interacting with the same brand personality everywhere.
• •Use Storytelling: Share the stories behind the products, the culture of mate, or customer experiences (with permission). Storytelling is an engaging way to convey passion, authenticity, and tradition in a refined manner.

Social Perception

A specialized and knowledgeable source for high-quality yerba mate and accessories. A brand that respects and promotes the tradition and cultural aspects of mate. Trustworthy in terms of product quality and information provided. Aspirational yet accessible for those looking to explore or deepen their yerba mate journey. Modern and clean in its presentation, making traditional products appealing to a contemporary audience. Customers likely see Mate Select as a go-to for an authentic experience rather than just a generic commodity.

Copy Examples

• •Instagram Post (Product Feature): Savor the true essence of South America with our Select Organic Yerba Mate. Cultivated with care, dried with tradition. Each sip is an invitation to a moment of clarity and connection. Discover your perfect brew. #MateSelect #OrganicYerbaMate #AuthenticRitual #PremiumQuality
• •Website Blog Teaser: New to the world of Yerba Mate? Our latest guide demystifies the art of preparing the perfect gourd. From curing to brewing, we share the authentic steps to unlock a rich and flavorful experience. Journey with us. [Link to blog] #TheArtOfMate #MateTradition #YerbaMateTips #MateSelect
• •Facebook Ad (Targeting New Customers): Experience the revered tradition of Yerba Mate. Mate Select offers a curated collection of premium mates and handcrafted accessories for the discerning enthusiast and the curious newcomer alike. Elevate your daily ritual. Shop now and receive 10% off your first order. #YerbaMate #MateCulture #DiscoverMate #Quality
• •Product Description (Gourd): Embrace tradition with our Handcrafted Algarrobo Wood Gourd. Individually selected for its unique grain and durability, this gourd is more than a vessel; it's a companion for countless mate moments. Designed to enhance the authentic flavor of your yerba. #MateGourd #Handcrafted #TraditionalMate #MateSelect
• •Email Newsletter Snippet (Community Focus): At Mate Select, we believe mate is more than a beverage – it's a shared experience. This month, we explore the communal roots of mate drinking and how it continues to connect people. Read on and share your own #MateMoments with us. #MateCommunity #SharedTradition #YerbaMateLove