Brand Tone

Passionate, knowledgeable, and community-focused. The voice is authentic and approachable, blending olive oil expertise with a genuine desire to connect. Language is descriptive of sensory details and relational, emphasizing shared meals and experiences.

Brand Values

• •Quality and Purity
• •Community and Connection
• •Generosity and Social Responsibility
• •Health and Wellness
• •Creativity in the Kitchen

Best Practices

• •Lead with Passion, Follow with Facts: Start with evocative, sensory language that speaks to the love of food and community, then support it with factual details like "California Olive Oil Council certified" or "single-origin."
• •Always Circle Back to Community: Use inclusive language like "us," "with you," and "our table" to reinforce the brand's community-centric values. Frame the customer as part of the brand's journey.
• •Weave in the "22" Mission Naturally: Don't just state the mission; connect it to the purchase. Use phrases like, "Every bottle gives back," to make the charitable aspect a tangible benefit of being a customer.
• •Educate, Don't Just Sell: Position the brand as a knowledgeable guide. Offer tips on tasting, pairing, and storing olive oil to build trust and provide value beyond the product itself.
• •Maintain a Consistent "From Our Table to Yours" Closing: Using this tagline or variations of it across different platforms (social media posts, emails, videos) will solidify brand recognition and reinforce the core message of sharing and connection.

Social Perception

Overwhelmingly positive. Customers perceive aficio22 as a provider of a high-end, delicious product. They are seen as trustworthy and passionate experts in the field of olive oil. Personal interaction at farmers' markets cultivates a loyal customer base. The charitable mission adds depth and purpose, making a purchase feel like a contribution to a good cause.

Copy Examples

• •It's more than just olive oil; it's a reason to gather. From drizzling on a shared salad to dipping with warm bread, the best moments are made at the table. Our California-grown EVOO is here to make those moments even richer. Pour with us. #FromOurTableToYours
• •Taste the California Sunshine. Every bottle of aficio22 is single-origin, certified extra virgin, and crafted for the discerning palate. This isn't just cooking oil; it's the finishing touch. Elevate your craft.
• •Dear Olive Oil Aficionado, did you know your latest purchase did more than just brighten your meals? It supported our mission to help children in need. With every bottle, you join us in giving back. Taste the quality, share the love. Thank you for being part of the aficio22 family.
• •**Meet our 'Bold' Koroneiki Variety:** A vibrant burst of grassy, herbal notes with a peppery finish that awakens the senses. Perfect for hearty pasta sauces or as a robust dipping oil that stands on its own. Experience flavor that doesn't just complement your dish, but completes it.
• •(Video showing the oil being poured over a dish in slow motion) On-screen text: "The pour that changes everything." Voiceover/Caption: "Stop settling for average. It's time to taste what real, fresh olive oil is all about. Find us at the Little Italy Farmers Market this Saturday and let's talk flavor! #OliveOilLovers #SanDiegoFoodie #TasteTheDifference"