Brand Tone

Friendly & Approachable, Passionate & Enthusiastic, Educational & Informative, Authentic & Down-to-Earth, Inspiring & Encouraging

Brand Values

• •Sustainability
• •Community
• •Education
• •Quality & Deliciousness
• •Ethical Practices
• •Waste Reduction
• •Seasonality

Best Practices

• •Tell Authentic Stories: Share the 'why' behind your products and workshops. Talk about the local farmers, the seasonal inspiration, or a happy pickling accident that led to a new recipe. This reinforces authenticity and passion.
• •Educate, Don't Preach: Frame tips and information in a helpful, encouraging way. Focus on the joy and deliciousness of sustainable practices, rather than just the obligation. Use phrases like 'Discover how to...' or 'Here's a fun way to...'
• •Keep it Community-Centric: Use inclusive language ('we,' 'us,' 'join our community'). Ask questions to encourage engagement. Highlight customer stories or local supplier collaborations.
• •Embrace Imperfection & Realism: Be honest about the realities of seasonal availability or the challenges in the food system (as seen in their cafe closure announcement). This builds trust and makes the brand more relatable and down-to-earth.
• •Maintain Visual-Verbal Harmony: Ensure the friendly, vibrant, and natural tone of the copy is consistently reflected in the photography and visual branding across all platforms. The visuals should feel as authentic and inviting as the words.

Social Perception

Beloved Community Institution, Leaders in Sustainability, Educational Hub, Authentic and Passionate, Provider of High-Quality, Thoughtful Food, Resilient and Adaptable

Copy Examples

• •For a Pickling Workshop: Unlock the secrets of the seasons! Join our hands-on pickling workshop and learn to transform fresh, local produce into delicious, waste-fighting pantry staples. Fun, flavourful, and good for the planet. Book your spot and let's get pickling!
• •For a New Seasonal Pickle Product: Taste the vibrant crunch of [Season]! Our new [Specific Pickle Name] is bursting with locally sourced [Main Ingredients], lovingly pickled by hand to capture the best of the season. Good for your tastebuds, great for reducing food waste. Grab a jar and brighten your plate!
• •Instagram Post about Food Waste: Don't let those lovely veggie scraps go to waste! From wilted greens to broccoli stems, there's a delicious second life waiting. Swipe to see our top tip for [specific scrap] or head to our blog for more zero-waste kitchen inspiration. #Cornersmith #WarOnWaste #SustainableKitchen #EatSeasonally
• •Promoting a Cookbook: Your kitchen, a zero-waste hero! Our latest cookbook is packed with recipes and wisdom to help you cook seasonally, preserve abundantly, and make the most of every ingredient. It's more than a cookbook; it's a guide to a more delicious and sustainable way of eating. Link in bio to explore.
• •General Brand Message (reflecting their evolution): The next chapter is fermenting! While our Annandale cafe doors have closed, the Cornersmith spirit of community, sustainability, and delicious, ethical food is stronger than ever. Join Alex for inspiring workshops, stock up on your favourite pickles, and stay tuned for what we’re pickling next! #CornersmithEvolves #SustainableFoodFuture