Tono de Marca

authentic, educational, and passionate

Valores de Marca

• •Cultural Heritage
• •Authenticity and Storytelling
• •Quality and Craftsmanship
• •Community and Connection
• •Female Empowerment

Mejores Prácticas

• •Every piece of copy, from a product description to a social media post, should be an opportunity to tell a small part of the larger Yunnan story. Frame products with the context of their origin, the people who made them, or the traditions they represent.
• •Continue to leverage Shuxian's personal connection. Using "I" and "my hometown" adds a layer of authenticity and passion that a generic corporate voice cannot replicate. Let her be the guide for the customer's journey.
• •Instead of just listing product features (e.g., "100% Arabica beans"), focus on the benefits and the emotional connection (e.g., "Experience the unique, tea-like smoothness from beans grown in the historic tea region of Yunnan").
• •Use descriptive words that appeal to the senses and transport the reader. Words like "misty," "ancient," "vibrant," "earthy," and "aromatic" align with the brand's essence and the nature of its products.
• •Explicitly and implicitly weave the brand's values into the copy. Mention that it's a "woman-led platform," highlight "ethnic minority craftsmanship," and talk about "connecting cultures." This reinforces the brand's identity and attracts an audience that shares these values.

Percepción Social

The direct social perception of "Shu from Yunnan" is still developing due to its recent establishment. However, the perception of the *idea* it represents is very positive. The brand taps into several growing consumer trends: the desire for authentic, traceable products; an interest in cultural exploration and storytelling; support for small-scale, ethical producers; and the appeal of woman-owned businesses. The association with Yunnan —a region known for its natural beauty, rich tea history, and vibrant minority cultures —lends the brand an air of mystique and authenticity. Customers are likely to perceive the brand as a premium, niche offering that provides not just a product, but a cultural experience.

Ejemplos de Copy

• •Beyond the tasting notes of floral and earth lies the soul of Yunnan. Our new Single Origin coffee is a story in every cup —a story of misty mountains, of third-generation farmers who cultivate the land with reverence, and of a tea heritage that infuses our coffee with a unique, smooth sophistication. This isn't just coffee. It's a journey. Taste the story of Yunnan.
• •Meet Lin, the hands and heart behind our hand-dyed indigo textiles. For her, every pattern tells a story passed down through generations of Yi women. By choosing her craft, you're not just decorating your home; you are preserving a piece of living history and empowering a female artisan to share her heritage with the world. #ShuFromYunnan #CulturalHeritage #WomenEmpowerment
• •Travel to the heart of Yunnan without leaving Barcelona. Join our founder, Shuxian, for an intimate coffee cupping experience. She'll guide you through the diverse terroirs of her homeland, sharing personal stories behind each farm. Discover the taste of connection. Limited spots available – reserve yours and start your journey.
• •Shu from Yunnan was born from a simple desire: to share the stories of my home. I'm Shuxian, and I grew up surrounded by the rich scents of Pu-erh tea and the vibrant colors of ethnic craftsmanship. This platform is my love letter to Yunnan—a place where coffee grows in the soul of tea country. We are more than a brand; we are a bridge, connecting you to the authentic culture, dedicated artisans, and untold stories of a land 'South of the Clouds.'
• •Embrace the patient art of time. Our Shu Pu-erh tea is a grounding experience, a deep, smooth journey into the ancient tea forests of Yunnan. Each sip reveals notes of old wood and a subtle, sweet finish —a testament to the accelerated fermentation process perfected in 1973. This is a tea that teaches acceptance and the beauty of transformation. Find your calm within the dark, rich flow of Yunnan.