Brand Tone

Passionate & Enthusiastic, Authentic & Traditional, Community-Focused & Connecting, Friendly & Approachable, Informal & Relatable

Brand Values

• •Connection
• •Tradition & Culture
• •Community
• •Quality
• •Passion
• •Education

Best Practices

• •Always Circle Back to "Drink to Connect": Make this core value a recurring theme. Whether explicitly stated or subtly implied, ensure the copy evokes a sense of connection – to self, others, or tradition.
• •Share the Passion Genuinely: Let the founder's enthusiasm and love for yerba mate infuse the language. Use words that convey excitement, discovery, and the joy of the mate experience.
• •Emphasize Authenticity and Tradition: Highlight the cultural roots of yerba mate. Use storytelling to explain its history and significance, reinforcing the traditional aspect of the brand.
• •Foster Community in Your Language: Address the audience as part of a "crew" or community. Use inclusive language ("we," "us," "join us") and encourage interaction and sharing of experiences.
• •Keep it Approachable and Educational (Especially for Newcomers): While celebrating tradition, ensure the information is accessible. Explain terms, offer guidance, and make the entry into the world of yerba mate inviting and unintimidating.

Social Perception

Trusted Source, Passionate & Knowledgeable, Community Builder, Authentic, Small Business Charm

Copy Examples

• •Headline: More Than Just a Drink. It's a Connection. Body: Discover the tradition, the taste, and the community. At Yerba Crew, we're passionate about bringing the authentic yerba mate experience to you. Ready to join the crew? #DrinkToConnect
• •Headline: Your Daily Ritual, Reimagined. Body: Swap the jitters for a smooth, sustained focus. Our high-quality yerba mate and handcrafted gourds are your gateway to a centuries-old tradition of well-being and shared moments. Find your flow with Yerba Crew.
• •Headline: From Philly, With Mate Love. ❤️ Body: We're more than just a store; we're a crew of mate enthusiasts right here in Philadelphia, sharing our passion one gourd at a time. Explore our selection and feel the connection. #YerbaMate #PhillyLove
• •Headline: New to Mate? We Got You! Body: Intrigued by yerba mate but not sure where to start? Our beginner-friendly kits and easy guides will have you sipping like a pro in no time. Join the Yerba Crew and discover your new favorite ritual. Check our "Getting Started" videos!
• •Headline: Fuel Your Passion. Share the Vibe. Body: There's a unique energy that comes from sharing mate – a connection to tradition, to the moment, and to each other. That's what Yerba Crew is all about. Grab your gear and let's #DrinkToConnect.