Brand Tone

Aspirational & Enthusiastic, Premium & Quality-Focused, Supportive & Educational, Community-Oriented, Approachable Luxury

Brand Values

• •Quality
• •Culinary Excellence & Skill-Building
• •Convenience & Accessibility
• •Discovery & Inspiration
• •Sustainability
• •Community & Connection
• •Passion for Food

Best Practices

• •Focus on the 'Chef-Led' Experience: Continuously highlight the involvement of professional chefs, their guidance, and the 'restaurant-quality' results this enables customers to achieve.
• •Balance Aspiration with Accessibility: While the offering is premium, ensure the copy reassures customers that the recipes are achievable for home cooks with the support provided (e.g., 'foolproof instructions,' 'step-by-step video').
• •Incorporate Values Naturally: Weave in mentions of sustainability (e.g., 'mindfully sourced,' 'eco-friendly packaging'), support for artisans, and the joy of the culinary community where appropriate, to reinforce the brand's broader mission.
• •Use strong verbs like discover, elevate, master and adjectives like unforgettable, extraordinary.
• •Highlight convenience and reduced waste.

Social Perception

Seen as a Premium Offering, Valued for Chef Collaborations, Appreciated for Convenience and Reduced Waste

Copy Examples

• •Discover extraordinary recipes crafted by Michelin-starred chefs, delivered right to your door.
• •Elevate your home cooking with our premium recipe kits and master new culinary skills.
• •Experience unforgettable restaurant-quality meals in the comfort of your own kitchen.
• •Join our community of passionate food lovers and connect with artisan producers.
• •Transform your weeknight dinner into a gourmet adventure with our chef-designed meals.