Brand Tone

Educational, passionate, authentic, transparent, community-focused, warm, artisanal, and quality-driven.

Brand Values

• •Education
• •Community
• •Local Sourcing & Sustainability
• •Authenticity & Tradition
• •Resilience & Passion

Best Practices

• •Lead with Education and Passion: Frame every piece of copy, from a simple post to a detailed class description, around the 'why' and the 'how.' Share the story, the technique, or the passion behind the food, not just the what.
• •Tell the Human Story: Always connect back to people. This includes the founder's journey, the stories of local farmers, the experiences of workshop participants, and the dedication of the team. Use 'we' and 'our' to foster a sense of shared community.
• •Be Transparent and Honest: Don't be afraid to share challenges or the reasoning behind business decisions. This authenticity has built immense trust and loyalty with your audience and should be continued.
• •Emphasize Quality through Provenance: Instead of just saying 'high-quality,' show it by naming the local farms and producers you work with. This reinforces your commitment to local sourcing and gives tangible proof of your values.
• •Maintain a Consistent Visual and Textual Aesthetic: Your visual language (warm, natural, artisanal) is a perfect match for your verbal tone. Ensure all photos, graphics, and text layouts feel cohesive, clean, and reflect the handcrafted, welcoming nature of the brand.

Social Perception

Awn Kitchen is perceived as a high-quality, authentic, and inspiring culinary institution in Edmonton. Customers see it as more than just a place to buy bread or take a class; they view it as a community hub for food lovers. It is highly respected for its commitment to local producers and for its founder's expertise and approachable teaching style. The decision to close the popular café to focus on the educational workshops was met with understanding and support, a testament to the strong community connection the brand has cultivated. It is seen as a premium, valuable experience where participants learn tangible skills in a welcoming, home-like environment.

Copy Examples

• •It’s more than just bread. It’s science, patience, and the story of local grain. Our Sourdough Basics workshop isn't about chasing perfection; it's about building your confidence, understanding the magic of fermentation, and connecting with your food. Join us at our table, get your hands in the dough, and leave with the skills to bake beautiful, nutritious bread in your own kitchen. Only a few spots left for our July session. Link in bio to begin your journey.
• •Learn the Story of Your Food. From the Farmer's Field to Your Hands. Our workshops are a celebration of Alberta's seasons and the joy of cooking together. Explore our classes.
• •This month, we're celebrating the Alberta table. Think sun-ripened tomatoes, sweet corn, and herbs straight from the garden. We’ve designed our new class schedule to honor these incredible local ingredients, teaching you simple, foundational skills to turn the season's best into unforgettable meals. See what's new in the workshop...
• •Tired of the same old recipes? Reconnect with your kitchen. At Awn, we believe that cooking is for everyone. Our hands-on classes teach you the foundational skills to create delicious, seasonal food from scratch. Whether it's fresh pasta or artisanal bread, we make good food attainable. Come share a meal with us. Book your spot today.
• •This is [Farmer's Name] from [Farm Name]. Their family has been growing the incredible potatoes we use in our gnocchi class for three generations. For us, knowing our producers is non-negotiable. It’s how we guarantee quality and support the community that feeds us. When you cook with us, you’re not just learning a recipe; you’re becoming part of this story.