Brand Tone

Authentic, Serene, and Educational

Brand Values

• •Authenticity & Heritage
• •Quality & Purity
• •Wellness & Mindfulness
• •Accessibility

Best Practices

• •Always anchor the brand story in its Japanese heritage. Use specific locations like Fukuoka and details like "Washi packaging" to reinforce the genuine connection. Share the founder's story and the family's history to build trust and emotional connection.
• •Incorporate words like "tranquility," "mindfulness," "calm," "ritual," and "wellness" consistently across all communications. This reinforces the value proposition of tea as an experience, not just a product.
• •Frame product information as helpful guidance. Explain the "why" behind different teas (e.g., why Gyokuro is shaded, why Hojicha is roasted). This positions the brand as a trusted expert and helps customers make informed choices.
• •While honoring the rich history of Japanese tea, make it feel relevant to a modern Australian lifestyle. Use phrases like "everyday wellness" and suggest simple, creative ways to enjoy the tea to make it feel approachable and not just for connoisseurs.
• •The clean, minimalist aesthetic of the website and Instagram should be matched by the copy. Keep sentences clear, uncluttered, and purposeful. Avoid overly aggressive sales language or excessive use of slang, which would clash with the serene and authentic brand tone.

Social Perception

The brand is perceived as a provider of high-quality, authentic Japanese tea in Australia, trusted and established due to its long-standing presence and heritage. It is seen as a niche competitor focusing on its unique story and direct sourcing.

Copy Examples

• •A quiet moment, a deeper connection. Our award-winning Gyokuro is more than just tea; it's a ritual of tranquility. Shaded from the sun to cultivate a smoother, sweeter umami flavour, each leaf is a testament to generations of Japanese craftsmanship. Pause your day and discover the Emerald Dew. #Yamaguchien #JapaneseTea #Gyokuro #MindfulMoments #TeaRitual
• •From Our Family Farm in Japan, To Your Cup in Australia. Experience the authentic taste of premium, organic Japanese tea. A tradition of wellness since 1951.
• •Embrace the warmth of our Hojicha 'ZEN HUT'. By gently roasting premium Sencha leaves, we create a soothing, nutty flavour with a reddish-brown hue and an alluring aroma. With naturally lower caffeine, it's the perfect tea to unwind with in the afternoon or evening. Let its comforting taste bring a moment of Zen to your day.
• •In Pursuit of Calm: Your Invitation to a Daily Tea Ritual
• •Tired of the coffee jitters? Find your focus with Yamaguchien Matcha. Sourced directly from Japan, our matcha provides calm, sustained energy without the crash. Elevate your daily routine with the power of authentic Japanese green tea.