Brand manual
Who Five Leaf is and how it speaks
Mission
Helping people who aren't experts discover good tea, explaining everything simply.
Values
- Clarity
- We explain what's in the cup and how to brew it, without expert jargon.
- Respect for growers
- We buy from small organic growers and say who they are.
- Curiosity
- We make people want to try a new tea, without judging those who only drink chamomile.
Tone of voice
We are
- Friendly but expert
- Simple: short sentences, everyday words
- Calm: no shouting, no fake urgency
We aren't
- Cold or bureaucratic
- Snobbish or for experts only
- Pushy when selling
Rules
- We talk to people directly and warmly, always: never stiff, formal language.
- No capitals for shouting and no «!!!».
- One thing at a time: the concrete benefit first, then the details.
- Emoji are fine only on social media, one per text at most.
- No health claims: teas and herbal teas are foods.
Before and after
- Dear customer, we hereby inform you that the product is available.Good news: your favourite tea is back.
- SUPER DEAL!!! BUY NOW!!!This week Sencha costs 15% less.
Logo and colours
Five stylised leaves in a circle. On a light background it's dark green, on a dark background white. It's never distorted and its colour never changes.
- Leaf green
#1F5C38 - Cream
#F4F1EA - Ink
#24211E