Brand Tone

Passionate, Approachable, Curated, Gourmet, Social, Modern

Brand Values

• •Quality
• •Passion for Cheese
• •Customer Experience & Education
• •Accessibility & Inclusivity
• •Curation & Craftsmanship
• •Community

Best Practices

• •Embrace "Passionate Expertise": Always write from a place of genuine love and knowledge for cheese, but keep it accessible. Avoid overly technical jargon unless explained in a friendly way. Share the stories behind the cheeses when possible.
• •Be "Approachable and Welcoming": Use inclusive language. Invite questions and interactions. Ensure the tone is friendly, helpful, and never condescending, making everyone from cheese novices to connoisseurs feel comfortable.
• •Highlight "Curated Indulgence": Emphasize the quality, craftsmanship, and artisanal nature of the products. Use descriptive and sensory language to evoke the taste, texture, and experience of enjoying Cheeselads' offerings.
• •Foster a "Social & Modern Connection": Encourage sharing, whether it's a platter with friends or a photo on social media. Use relevant hashtags and engage with the online community. Keep the language fresh and reflective of a modern, discerning audience.
• •Develop a Brand Voice Guide: Create a simple internal guide outlining key brand voice characteristics, approved terminology (e.g., "artisanal," "curated," "handpicked"), and a "do's and don'ts" list for tone. This ensures consistency across all writers and platforms.

Social Perception

Cheeselads is perceived as a high-quality, specialist cheese provider and a go-to destination for cheese lovers in Singapore. Customers view them as offering a delightful and indulgent experience with artisanal products. The staff are seen as knowledgeable, passionate, and friendly, enhancing the customer experience. Their platters are considered visually appealing and perfect for sharing on social media. The brand is associated with a cozy, welcoming, and trendy atmosphere, good for both casual and special occasions. They are seen as a place that makes exploring the world of cheese approachable and fun.

Copy Examples

• •Headline: Discover Your Next Cheese Obsession. Body: At Cheeselads, we live and breathe cheese. Dive into our curated world of artisanal wonders, from creamy bries to bold cheddars. Not sure where to start? Our friendly cheese experts are here to guide your taste adventure. Perfect for your next gathering or a delicious solo treat! #Cheeselads #ArtisanCheese #SingaporeEats
• •Headline: Elevate Your Everyday: It's Cheese O'Clock! Body: Why wait for a special occasion? Make any moment memorable with a Cheeselads platter. Handpicked artisanal cheeses, perfectly paired accompaniments, and an experience designed to be shared (or not!). Order online for a taste of cheesy bliss delivered to your door. #CheesePlatter #GourmetDelivery #TreatYourselfSG
• •Headline: More Than Just Cheese. It's a Cheeselads Experience. Body: Step into our Tyrwhitt Road haven – a cheese shop by day, a cozy bar by night. Explore over 100 global cheeses, enjoy our handcrafted nougats, or let us build your dream "Insta-worthy" platter. Good cheese, good company, good times await. #SingaporeCheeseBar #CosyVibes #CheeseLoversUnite
• •Headline: Passionately Curated, Just For You. Body: We travel the world (culinarily speaking!) to bring you the finest artisanal cheeses. Each selection at Cheeselads is chosen for its exceptional flavour and story. Join our community of cheese enthusiasts and taste the passion in every bite. #ArtisanalSelection #GlobalFlavours #CheeseladsPassion
• •Headline: Your Journey into Amazing Cheese Starts Here. Body: New to the world of artisanal cheese? Welcome! At Cheeselads, we make exploring easy and fun. No intimidation, just delicious discoveries and friendly advice. Let's find your new favourite together! Visit us or explore our platters online. #CheeseForEveryone #FriendlyExperts #TasteAdventureSG