Brand Tone

Approachable, Educational, and Empowering

Brand Values

• •Simplicity and Clarity
• •Balance and Sustainability
• •Evidence-Based Knowledge
• •Personalization
• •Empowerment

Best Practices

• •Lead with Education, Not Restriction: Always frame advice in a positive, educational light. Instead of "Don't eat this," use "Here's what you can have more of to feel full."
• •Keep it Simple and Visual: Use clear, concise language. Ask, "Can this be explained with a picture?" The brand's strength is its visual simplicity; the copy should match.
• •Speak Empathetically: Acknowledge the struggles people face with food and body image. Use words like "you," "your goals," and "your lifestyle" to center the message on the individual.
• •Reinforce Authority with a Soft Touch: Occasionally mention "as a dietitian" or "evidence-based" to build credibility, but maintain the approachable tone. Avoid overly clinical or academic language.
• •Always Include a Practical Takeaway: Every piece of content should offer a tangible tip, a simple swap, or a piece of knowledge that the audience can immediately apply to their lives.

Social Perception

The public and clients perceive Bijt.Wijs and Camella Bot as a trustworthy, non-judgmental, and practical source of nutritional guidance. She is seen as an expert who can debunk common myths and provide realistic advice for everyday life. Her '100-calorie' series is highly popular and viewed as an innovative and helpful tool for understanding food portions and energy density. The brand is perceived as a positive and supportive force in the often-confusing world of health and wellness.

Copy Examples

• •What does 100 calories of an avocado look like versus 100 calories of gummy bears? The difference might surprise you! It's not about 'good' vs. 'bad'\u2014it's about knowledge. Understanding calorie density helps you build your plate to match your goals. Swipe to see the difference and empower your choices today!
• •Tired of diets that don't fit your life? It's time for a plan that's 100% you. No weird ingredients, no banned foods. Just a personalized, dietitian-approved roadmap to help you feel your best. Let's build your sustainable, healthy lifestyle together. Get your plan.
• •Healthy eating shouldn't be boring or complicated. My new recipe book is packed with delicious, easy meals that the whole family will love. Quick to make, full of flavor, and designed to keep you feeling full and energized. Stop wondering what to make for dinner and start enjoying it!
• •Ever wonder what's really in here? Let's break it down. While convenient, many packaged foods are high in salt and additives. A great alternative? It's cheaper, healthier, and you control the ingredients! #HealthySwaps #NutritionTips #EatSmart
• •Stop counting almonds. A better way to think about snacking.