Brand Tone

Playful & Irreverent, Fun & Nostalgic, Authentic & Approachable, Empathetic & Understanding, Confident & Modern

Brand Values

• •Health & Wellness (without sacrifice)
• •Indulgence & Enjoyment
• •Quality & Culinary Excellence
• •Transparency & Authenticity
• •Community
• •Innovation
• •Female Empowerment & Giving Back

Best Practices

• •Embrace Playful Rebellion: Consistently use the "strikethrough BEHAVE" ethos. This means playfully challenging norms, using witty language, and encouraging guilt-free indulgence. Don't be afraid to be a little cheeky and irreverent, as per the founder's intent.
• •Highlight "Deliciously Deceptive": Always pair the "healthy" aspects (low sugar, natural ingredients) with an emphasis on amazing, chef-crafted taste. The surprise and delight of "can't believe it's low sugar" should be a recurring theme.
• •Speak Like a Friend, Not a Corporation: Use a conversational, approachable, and authentic voice. Share the founder's passion and the "why" behind the brand. Engage with the community genuinely.
• •Focus on Freedom and Empowerment: Frame BEHAVE as a candy that gives consumers the freedom to enjoy without negative consequences (guilt, sugar crashes). Empower them to "reclaim their cravings" and indulge on their own terms.
• •Maintain Visual & Verbal Vibrancy: Ensure copy is as colorful and exciting as the product's visual branding. Use lively adjectives, incorporate humor where appropriate, and keep the energy positive and modern. Mirror the fun, engaging style seen on their Instagram and TikTok.

Social Perception

Health-Conscious Choice, Tasty (for a healthy candy), A "Treat" or "Indulgence", Premium & Modern Brand, Pricey but often Worth It, Innovative & Responsive, Fun and Engaging

Copy Examples

• •Headline: "Break Up With Sugar, Not With Candy. 😉" Body: "Seriously. Our chef-crafted gummies are so good, you'll forget they're low-sugar. Go on, eat the whole bag. We won't tell. #BehaveYourself (or don't)." (Tone: Playful, Rebellious, Confident)
• •Headline: "Your Taste Buds Called. They're Bored." Body: "Ditch the basic. Indulge in wildly delicious, guilt-free gummies in flavors like Lychee, Passionfruit, and Raspberry. Candy just grew up. Taste the future at eatbehave.com." (Tone: Modern, Adventurous, Sophisticated)
• •Headline: "Zero Guilt. All The Giggles." Body: "Remember that carefree candy joy? We bottled it. (Well, bagged it.) Low sugar, all-natural, and ridiculously tasty. It's candy that loves you back. #SweetFreedom" (Tone: Nostalgic, Joyful, Friendly)
• •Headline: "Adulting is Hard. Your Candy Shouldn't Be." Body: "Finally, a candy that gets it. Low sugar, low net carbs, and flavors that make you go 'YAAAAS!' Treat yourself without the drama. You deserve it. #EatBehave" (Tone: Empathetic, Humorous, Relatable)
• •Headline: "Shhh... It's Healthy. (But It Tastes Naughty)." Body: "Our secret? Chef-made magic that turns natural ingredients into crave-worthy candy. Just 1g of sugar, but a whole lotta 'Mmmm.' Indulge unapologetically. #FutureOfCandy" (Tone: Intriguing, Confident, Indulgent)