Brand Tone

Playful & Fun, Confident & Bold, Approachable & Friendly, Enthusiastic & Passionate

Brand Values

• •Innovation & Reinvention
• •Health-Consciousness (without sacrifice)
• •Quality & Flavor
• •Community
• •Delicious & Craveable
• •A Healthier Alternative

Best Practices

• •Use Consistent Language & Phrasing: Incorporate signature phrases (like "Fries That Defy," "Taters") and maintain a similar level of formality (or informality) across all platforms.
• •Use humor, witty wordplay (like the product names), and enthusiastic language that aligns with the established playful and confident tone.
• •Highlight the 'guilt-free' aspect by emphasizing the health benefits (plant protein, fiber) without sacrificing the promise of delicious flavor.
• •Encourage community engagement through the 'FREQUENT FRIER CLUB' or similar initiatives, fostering a sense of belonging among customers.
• •Showcase positive customer testimonials prominently to reinforce the brand's claims and build trust.

Social Perception

Enjoyment, good times, and desirable food items. A brand that offers a guilt-free yet flavorful experience.

Copy Examples

• •"DEATH TO THE FRENCH FRIE. Our Taters Got Flavors."
• •"World's Greatest Taters"
• •Product names like "The Original Latke Fries," "Snap, Crackle, It's Poppin'," "Cheese Louise," "Truffle Shuffle," "Hot Fry Summer," and "Big Dill Energy."
• •"Fries That Defy"
• •"Our besties hear about our new flavors first"