Brand Tone

Sophisticated, Authentic, and Epicurean

Brand Values

• •Cultural Heritage
• •Quality and Craftsmanship
• •Authentic Experience
• •Exploration and Discovery

Best Practices

• •Emphasize Provenance: Always lead with the story of where a product comes from. Use evocative geographical and historical references to build a sense of place and authenticity.
• •Use a Refined Vocabulary: Employ sophisticated and sensory language. Instead of "tasty," use words like "complex," "aromatic," "robust," and "delicate" to describe flavors and aromas.
• •Focus on the "Experience": Frame your products not just as items, but as key components of a larger culinary experience. Write copy that helps customers imagine how they will enjoy the products.
• •Create a Cohesive Narrative: Ensure the story of a journey and cultural discovery is woven through all text, from the "About Us" page to every product description and marketing email.
• •Educate the Consumer: Briefly explain what makes a product special or unique. For example, detail the brewing process of a specific beer or the historical significance of a spice blend to add value and justify the premium positioning.

Social Perception

Premium and high-end, trustworthy, and culturally rich

Copy Examples

• •A Journey for the Senses. Discover the authentic flavors of the Mediterranean and Arabia, delivered to your door.
• •Taste history in every glass. Sourced from the ancient vineyards of Georgia, where winemaking began, our Qvevri wine offers a bold, authentic profile that tells the story of a land rich in tradition.
• •An Invitation to a Distant Table: New Arrivals from CARVAAN
• •At CARVAAN, we are more than a shop; we are storytellers and purveyors of flavor. We travel the old trade routes to bring you a curated collection of authentic food and drink, transforming your meal into a voyage of discovery.
• •Brewed with passion, inspired by the world. Our craft beers unite traditional methods with unexpected ingredients, creating a unique drinking experience that begins where the familiar ends.