Brand Tone

Aspirational, epicurean, confident, knowledgeable, and approachable with a moderate touch of humor, positioning cured meats as a refined and adventurous experience.

Brand Values

• •Craftsmanship & Artistry
• •Discovery & Curation
• •Quality & Premium Experience
• •Community

Best Practices

• •Speak the Language of Craft: Always use words that evoke quality and human touch. Use terms like "artisanal," "handcrafted," "small-batch," "curated," and "heritage" to reinforce the brand's core value of celebrating craftsmanship.
• •Tell the Story, Sell the Experience: Don't just list what's in the box; narrate its origin. Mention the artisan, the region, and the unique process. Frame the product as more than foodit's a journey and a discovery.
• •Use Rich, Sensory Adjectives: Describe the taste and texture with evocative language. Instead of "tasty," use words like "robust," "smoky," "peppery," "delicate," "velvety," or "bold" to help the customer almost taste the product through the screen.
• •Maintain a Confident, "In-the-Know" Tone: Write as the definitive expert on charcuterie. Offer tips, pairing suggestions, and "insider" knowledge. This builds authority and makes customers feel like they are part of an exclusive club with access to the best.
• •Balance Exclusivity with a Welcome: While the brand is a "Club," the tone should remain welcoming. Use humor and engaging questions to invite people into the world of charcuterie rather than making it feel unapproachable. Make the reader feel that they, too, can be a connoisseur.

Social Perception

Carnivore Club is widely perceived as a premium gifting solution and a worthy indulgence for serious foodies and gourmands. It is seen as a specialized service for high-quality, artisanal charcuterie, although some reviews note a lack of customization options for boxes.

Copy Examples

• •Don't just give a gift. Give a story.
• •Meet your new centerpiece. This month, we're featuring a handcrafted Finocchiona from a family-run salumeria in Tuscany. For three generations, they've perfected the balance of savory pork and wild fennel. What would you pair it with first? #CarnivoreClub #ArtisanMeats #Charcuterie
• •Taste the World's Best Charcuterie. Stop searching for authentic flavor. We bring it to you. Each month, Carnivore Club delivers a curated selection of exceptional cured meats from a new artisan. Ready to discover your next favorite? Join the Club.
• •PREMIUM MEATS. NO MIDDLE GROUND. For those who know what meat should beand refuse to settle.
• •The ultimate charcuterie board has 5 elements. What are yours? We'll start: 1. Something spicy.