The Coffee Bean & Tea Leaf: Brand Voice Guidelines

Challenge:
Define the voice of The Coffee Bean & Tea Leaf to set the tone for its regional campaigns.

Process:
We kicked off with a three-day workshop at the client’s office to learn about the brand’s story. Questions were asked. Insights were uncovered. And we discovered passion was the heart & soul of the brand. Our goal was to tell those stories of passion to the world. But first, we needed to define how to tell them.

Solution:
We developed a brand toolkit, and below are guidelines I wrote for the brand personality, tone of voice, and copywriting.

My Role:
Brand personality & tone of voice guidelines. Copywriting.

Based on the guidelines, here are the first creative examples of the brand toolkit to serve as reference for all markets.