Brand Tone

Friendly and Approachable, Passionate and Enthusiastic, Informative and Transparent, Ethical and Conscious, Modern and Vibrant, Community-Focused

Brand Values

• •Sustainability
• •Quality and Freshness
• •Plant-Based Goodness
• •Convenience and Joy
• •Tradition and Heritage
• •Community
• •Ethical Practices

Best Practices

• •Anchor in Your "Why": Always circle back to DabbaDrop's core mission – providing delicious, sustainable, and joyful food experiences. Every piece of copy, from a social media post to an email, should subtly reflect this purpose. The passion for zero-waste and plant-based eating should shine through.
• •Speak Like a Friend, Cook Like a Mum: Maintain a warm, friendly, and approachable tone, as if talking to a neighbour or friend. Combine this with the care, authenticity, and "home-cooked" feel that comes from Anshu's family recipes and the founders' personal investment. Avoid overly corporate or impersonal language.
• •Celebrate the Story: Continuously weave in elements of the DabbaDrop story – the inspiration from Mumbai's Dabbawalas, the founders' journey, the commitment to fresh, seasonal ingredients, and the positive impact on the environment. This adds depth, authenticity, and emotional connection.
• •Keep it Vibrant and Positive: Use energetic, positive language that reflects the vibrancy of the food and the joy of a guilt-free, delicious meal. Words like "banging," "fresh," "soul-warming," "joy," and "flavour-packed" align well. Even when discussing serious topics like sustainability, frame it in an empowering and optimistic way.
• •Be Clear and Transparent (with a touch of charm): Clearly communicate how the service works, the benefits (zero-waste, plant-based, convenience), and what customers can expect. However, deliver this information with personality – "No plastic trays. No faff. Just real food." Ensure all team members interacting with customers understand and can articulate these values and the brand voice.

Social Perception

Innovative and Trailblazing, High Quality and Delicious, Trustworthy and Authentic, Eco-Conscious Choice, Aspirational Lifestyle Brand, Community Favorite

Copy Examples

• •Headline: Tired of Takeaway Guilt? Taste the Revolution. Body: Say goodbye to plastic mountains and hello to DabbaDrop. We deliver vibrant, plant-based Indian feasts in iconic reusable dabbas, straight to your London door, emission-free. It’s curry night, reimagined: all the flavour, none of the waste. Order your dabba of joy today! Tone: Enthusiastic, Problem-solving, Eco-conscious.
• •Headline: Your Weekly Dose of Delicious, Delivered Sustainably. Body: Imagine: Authentic, home-style curries, slow-cooked with soul, arriving at your doorstep just in time for dinner. At DabbaDrop, we craft a new plant-powered menu each week, inspired by family recipes and global flavours. Zero plastic, zero emissions, zero faff. Just pure, heart-warming food. Join the DabbaDrop family. Tone: Warm, Comforting, Convenient.
• •Headline: More Than a Meal. It's a Movement. Body: DabbaDrop isn't just about incredible plant-based food. It's about respecting our planet, celebrating tradition, and making a difference, one delicious dabba at a time. Inspired by Mumbai's legendary Dabbawalas, we’re rewriting curry night for a brighter, greener future. Ready to eat consciously? Tone: Passionate, Purpose-driven, Community-focused.
• •Headline: From Kerala to Your Kitchen: A Zero-Waste Flavour Trip. Body: Each week, our chefs explore the diverse kitchens of South Asia (and beyond!) to bring you a fresh, exciting menu. Packed in our signature reusable dabbas and delivered by bike, it's a culinary adventure you can feel good about. This week's destination? Check our menu! Tone: Adventurous, Authentic, Informative.
• •Headline: Dinner Done Right. For You & The Planet. Body: Busy week? Let DabbaDrop handle dinner. Our chef-crafted, plant-based meals are delivered ready to heat, in eco-friendly dabbas that we collect and reuse. It's the ultimate convenience, without compromising on taste or your values. Zero stress, 100% delicious. What's cooking next? Tone: Reassuring, Practical, Benefit-driven.