Brand Tone

authentic, passionate, and welcoming

Brand Values

• •Authenticity
• •Quality
• •Family & Tradition
• •Community & Connection
• •Passion

Best Practices

• •Lead with Authenticity: Always ground the copy in the story of Ethiopian heritage. Use words that evoke tradition, family, and genuine craftsmanship. Avoid generic marketing language.
• •Use Sensory and Evocative Language: Describe the "aromatic," "robust," "rich," and "vibrant" nature of the products. Help the customer almost taste and smell the spices through your words.
• •Tell the Story: Weave the brand's origin story and the cultural significance of the food into product descriptions, ads, and all other content. People are buying a piece of a story, not just a product.
• •Educate and Welcome: Gently educate customers who may be new to Ethiopian cuisine. Explain what a product is, its cultural importance, and how to use it in a welcoming and encouraging way.
• •Center the Customer as Part of the Community: Use inclusive language like "our table," "your kitchen," and "share with us." This fosters a sense of community and makes the customer feel like they are part of the Amazing Awaze family.

Social Perception

Customers perceive Amazing Awaze very positively, primarily due to the authenticity and superior quality of the products. They are seen as a reliable source for genuine Ethiopian ingredients that are otherwise hard to find, often described as "amazing," "delicious," and "high-quality."

Copy Examples

• •It u2019s more than a spice blend; it u2019s the heart of our kitchen. Our Berbere is crafted from 17 hand-selected spices, sourced directly from Ethiopia and blended from a time-honored family recipe. Bring the true, aromatic soul of Ethiopia to your table. Taste the tradition.
• •Welcome to Our Table. From our family u2019s kitchen to yours, discover the authentic flavors that tell our story. Amazing Awaze is your home for traditional Ethiopian spices and sauces, made with passion and rooted in heritage.
• •Just bottled: a taste of tradition. Introducing our new Shiro, milled from the finest chickpeas and blended with the sacred spices of our homeland. For a meal that u2019s not just eaten, but felt. Experience the comfort of home.
• •Amazing Awaze wasn u2019t born in a boardroom. It started with a memory u2014of bustling markets, of shared meals, of a mother u2019s hands expertly blending spices. We exist to share that piece of our home with you. Every jar is a journey to Ethiopia.
• •What does home taste like? For us, it u2019s the rich, complex heat of Awaze. Perfect for dipping, marinating, or sharing with those you love. How do you use your #AmazingAwaze? Share your creations with us!