Brand Tone

Authentic, Knowledgeable, Refined, Serene, Passionate, Appreciative, Natural, Pure

Brand Values

• •Authenticity: Sourcing high-quality, original teas directly from their origins in China.
• •Quality: Commitment to the highest quality teas and artisan teaware.
• •Tradition & Culture: Integrating traditional Chinese tea culture with modern lifestyles and sharing the story of tea.
• •Sustainability: Selecting teas from sustainable sources.
• •Experience: Believing that every kind of tea maintains a journey of a place, a tree, or even an emotion and wanting customers to feel the story of tea.

Best Practices

• •Storytelling Over Hard Selling: Focus on narrating the journey of the tea.
• •Maintain Consistency Across All Channels: Ensure the tone and language remain consistent.
• •Emphasize artisanal quality, authentic sourcing, and cultural storytelling.
• •Focus on product descriptions, email newsletters, blog posts.
• •Build a strong, recognizable brand identity.

Social Perception

Premium, trustworthy, and offering a more enriching experience than mass-market alternatives.

Copy Examples

• •Sip the World, One Leaf at a Time
• •Tea Chronicles
• •The Cultural Significance of Tea Pets in Tea Rituals
• •Luxury is an attitude toward life
• •Tea Story spent three years in 12 tea origins in China, only selecting tea with the highest quality, the most original flavours and sustainable sources