The Coffee Bean & Tea Leaf: Brand Voice Guidelines

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

Process:
To kick off this project, we took part in a three-day workshop at the client’s office to learn more about the brand, its products, its history, its story and its vision for the future. Questions were asked. Insights were uncovered. And what was identified as the heart and soul of the brand was passion. Passion for coffee & tea. Passion for the process and craftsmanship that goes into each drink. Passion to serve customers. Our goal was to tell those stories of passion to the world. But we first needed to establish how best to tell them.

Solution:
We created the brand toolkit that all markets could get onboard with and apply to their market needs. Below are guidelines I wrote for The Coffee Bean & Tea Leaf’s 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.