Brand Tone

purpose-driven, communal, wholesome, earnest, friendly, approachable, local with a big heart

Brand Values

• •Social Responsibility
• •Health and Wellness
• •Community Focus
• •Quality and Natural Ingredients

Best Practices

• •Lead with the Mission: In every piece of copy, from a tweet to a product label, find a way to connect back to the core mission of providing second chances. The 'why' behind the brand is its most powerful asset.
• •Keep it Rooted in 'Chicago': Always emphasize the local connection. Use 'Chicago-made,' 'our city,' and 'local community' to reinforce the brand's identity and build local pride.
• •Use Positive and Empowering Language: When discussing the social mission, focus on positive outcomes like 'empowerment,' 'new beginnings,' and 'second chances' rather than dwelling on the negative aspects of incarceration.
• •Balance Purpose with Product: While the mission is key, don't forget to sell the snack. The copy should always highlight the delicious taste, crunchy texture, and healthy, organic ingredients to appeal to customers looking for a quality product.
• •Maintain a Wholesome Voice: The tone should remain clean, healthy, and positive. Avoid corporate jargon or overly edgy humor. The language should reflect the natural, clean quality of the product itself.

Social Perception

highly positive, innovative local business with a strong, admirable social mission, praised for quality and commitment to social change, perceived as a social enterprise making a tangible difference

Copy Examples

• •Fuel your afternoon with a snack that feels good and does good. Every bag of our crunchy, organic kale chips helps support our mission of providing second chances right here in Chicago. Snack local, support local. #ChicagoKaleChip #SecondChances
• •More Than a Snack. A Mission. Discover the Chicago-made kale chip that's changing lives, one delicious crunch at a time.
• •Our Cheezy Kale Chips are anything but ordinary. We start with fresh, organic kale, season it with a delicious, dairy-free 'cheese' made from cashews and red peppers, and dehydrate it to preserve nutrients. Healthy, vegan, and irresistibly good.
• •What if your snack habit could help rebuild a life? At Chicago Kale Chip Co., it does. We proudly employ ex-offenders to create our delicious, handcrafted snacks. It's a choice you can feel great about.
• •Born in the heart of Chicago, we had a simple idea: create a snack that was as good for our community as it was for our bodies. We're a small company with a big mission, and we're grateful for every one of you who joins us on this journey.