Brand Tone

Fun & Humorous, Approachable & Friendly, Energetic & Playful, Confident & Passionate

Brand Values

• •Taste First
• •Quality Ingredients
• •Doing What's Right
• •Having Fun
• •Innovation & Functionality
• •Resilience & Perseverance
• •Customer Connection

Best Practices

• •Embrace the Owl (Nevil): Consistently incorporate the brand's mascot, Nevil, and his intelligent, wry, and energetic personality into the copy where appropriate. This adds a recognizable and fun element.
• •Keep it Light and Playful: Use humor, puns, and a generally upbeat, informal style. Avoid overly corporate or stiff language. The goal is to make people smile.
• •Focus on the "Why": Connect the product's benefit (energy, focus) to the customer's needs (getting through the day, studying, work) in a relatable and slightly cheeky way. Highlight the *solution* AWAKE provides.
• •Taste is Key: Always emphasize the deliciousness of the chocolate. It's not just about the caffeine; it's a functional snack delivering on physical and emotional needs – because we put taste first.
• •Be Energetic and Action-Oriented: Use vibrant language, exclamation points (sparingly but effectively!), and calls to action that inspire energy and productivity. Mirror the pep in your step the chocolate provides.

Social Perception

Positive for Taste and Convenience, Effective Energy Source, Fun and Recognizable Brand, Targeted Appeal, Price Consideration, Seen as a Treat with a Benefit

Copy Examples

• •Instagram Post (Image: Someone happily biting into AWAKE chocolate at their desk, looking energized): That 3 PM slump hitting harder than a rogue stapler? 😴➡️🦉 Bite back with AWAKE! Delicious chocolate packed with enough get-up-and-go to make your to-do list wish it never met you. #AwakeChocolate #EnergyBoost #TastesLikeAWIN #NoMoreNaps
• •Facebook Ad (Targeting students during exam season): All-nighter got you seeing double? 🦉 Nevil says: 'Hoo needs sleep when you've got delicious, caffeinated AWAKE Chocolate?' Tackle those textbooks with a tasty sidekick. Fuel your genius, one bite at a time! #StudyBuddy #AwakeAndAceIt #ChocolateFuel #ExamSeason
• •Twitter Post: Coffee? Nah. Energy drink? Meh. Delicious chocolate that kicks your afternoon into high gear? YES, PLEASE! 🦉⚡️ Get AWAKE and get stuff DONE. What are you powering through today? #AwakeChocolate #ProductivityHack #ChocolateLover #Energy
• •Website Banner (Homepage): Meet Your New Favorite Pick-Me-Up! 👋 Deliciously smooth chocolate with the caffeine kick you need, minus the coffee breath. AWAKE: We're serious about taste, and seriously fun about energy. Explore the flock!
• •Product Packaging Copy (for a new flavor): Warning: May cause spontaneous productivity and extreme deliciousness. Nevil's latest concoction is here to [New Flavor Name] your world! Each bite is a party for your taste buds and a pep rally for your brain. Go on, get AWAKE! 🦉