The Coffee Bean & Tea Leaf: Brand Voice Guidelines

Finding the heart of the brand and giving it a voice

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

Process:
We kicked off with a three-day brand immersion workshop at the client’s office. Questions were asked. Insights were uncovered. And we discovered passion was the key operating principle running through everything CBTL did.

Idea:
Passion became the strategic heart of the brand voice and toolkit we built, which defined the personality, tone of voice, and copy guidelines - all around the idea of telling CBTL’s stories of passion consistently across every market.

Outcome:
The brand voice guidelines were adopted across the region, providing CBTL’s regional marketing teams with a clear, unified framework for how to sound, to ensure every piece of communication felt unmistakably theirs.

My Role:
Brand strategy. Tone of voice development. Copywriting guidelines.

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