The Coffee Bean & Tea Leaf: Brand Voice Guidelines

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

Process:
We kicked off with a three-day workshop at the client’s office to dive into the brand’s story, products and vision. Questions were asked. Insights were uncovered. And we discovered passion is the heart and soul of the brand. Passion for coffee, tea, craftsmanship and customer service. 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 to guide all markets, ensuring they could apply the voice and tone to fit their needs. 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.