Brand Tone

Aspirational, health-conscious, indulgent, positive, enticing, encouraging, friendly, and empowering.

Brand Values

• •Health and Wellness
• •Quality and Craftsmanship
• •Transparency and Natural Ingredients
• •Customer Satisfaction and Delight
• •Irish Origin

Best Practices

• •Lead with "Delicious," Follow with "Healthy": Always emphasize the taste and indulgence factor first. Use words like "decadent," "sumptuous," and "delicious" before highlighting the health benefits. The core appeal is a treat; the health aspect is the bonus that seals the deal.
• •Embrace the "Clean & Clever" Language: Consistently use brand-coined terms like "clean treats," "smart snacks," and "no baddies." This reinforces the brand's unique position in the market.
• •Tell the Handcrafted Story: Remind customers that the products are "handcrafted in Dublin." This narrative adds value, communicates quality, and builds a connection to the brand's local, female-founded roots.
• •Focus on Ingredient Transparency: Instead of just saying what's *not* in the product (gluten, dairy, sugar), highlight the wholesome ingredients that *are* in it (cashew butter, dates, cocoa solids). This builds trust and reinforces the "natural" value.
• •Use an Empowering and Positive Tone: The copy should make customers feel good about their choices. Frame the narrative around enjoying life and treating oneself well, rather than restriction or diet. The message is one of abundance and smart choices, not deprivation.

Social Perception

Overwhelmingly positive; perceived as credible due to awards; products are praised for being delicious despite being healthy/specialty; regarded as addictive; founder is highly esteemed; successfully bridges the gap between indulgence and health.

Copy Examples

• •Indulgence, Uncompromised. Discover our handcrafted, clean treats that are as delicious as they are good for you. Free from gluten, dairy, and refined sugar.
• •Your afternoon slump doesn't stand a chance. Power through your day the smart way with our Snickerooo bar packed with roasted peanuts and creamy date caramel, all wrapped in sumptuous dark chocolate. Who said treats can't be clever?
• •Meet your new favorite guilt-free pleasure. Our Caramel Slice features a crunchy, flapjack-style biscuit base, a rich and creamy cashew butter caramel, and a generous layer of thick, dark chocolate. Handcrafted in Dublin with 100% natural ingredients, because you deserve a treat without the cheats.
• •Tired of saying 'no' to treats? You don't have to.
• •Dublin's best-kept secret for healthy snacking is out! From our award-winning Protein Balls to our decadent Wagon Wheels, Cleverfoods delivers handcrafted, plant-based treats right to your door. Made with natural ingredients and zero refined sugar. Order your Grazing Box today and taste the difference!