Brand Tone

Fun & Playful, Bold & Flavorful, Community-Oriented & Friendly, Enthusiastic & Passionate

Brand Values

• •Flavor & Quality
• •Community & Togetherness
• •Family
• •Fun & Celebration
• •Authenticity (San Diego Roots)

Best Practices

• •Embrace the "Dirty": Use the "Dirty" in "Dirty Birds" playfully and positively. Phrases like "Stay Dirty Friends," "Get Dirty With It," or "Dirty Good" can become memorable and reinforce the fun, slightly rebellious but ultimately enjoyable aspect of the brand.
• •Keep it Energetic and Enthusiastic: Use vibrant, active language. Words like "kick," "blast," "ignite," "unleash," and "celebrate" can convey the excitement of the flavors and the social atmosphere the brand promotes.
• •Focus on Shared Experiences: Highlight how the sauces enhance gatherings, parties, and family meals. Emphasize togetherness and the joy of sharing good food.
• •Balance Boldness with Friendliness: While some sauces are "Diablo" hot, the overall tone should remain approachable and welcoming, reflecting the "family feel" and community spirit. Even when talking about heat, keep it fun rather than intimidating.
• •Inject Local San Diego Flavor (Authenticity): Casually weave in references to San Diego, beach culture, or a relaxed, sunny vibe where appropriate. This reinforces the brand's origin story and authenticity.

Social Perception

Loved for Flavor & Variety, Associated with Good Times, Community-Focused (Locally), Bold & Exciting, Reputable

Copy Examples

• •Headline: Stop Wingin' It, Start Saucin' It! Body: Backyard BBQ? Game day? Just Tuesday? Elevate your eats from blah to BOOM with Dirty Birds Sauces. Grab a bottle (or six, we don't judge) and let the good times roll. #StayDirtyFriends
• •Headline: Taste the San Diego Sunshine (and a Little Bit of Hellfire). Body: From our sunny San Diego kitchens to yours, Dirty Birds Sauces are packed with flavor that’s as bold as a Pacific wave. Try our sweet Honey Hot or dare to dance with Diablo. Your taste buds will thank you (eventually). #DirtyBirdsSauces #FlavorBomb
• •Headline: We're Not Just Sauces, We're a Party in a Bottle. Body: Life's too short for boring food. Unleash the flavor with Dirty Birds Dipping and Grilling Sauces. Perfect for sharing, great for hoarding. Get your crew together and get sauced! #DirtyBirdsGetTogether #SauceLife
• •Headline: Support Your Community, One Delicious Wing at a Time. Body: Did you know our PMP Warrior sauce doesn't just taste amazing? A portion of its proceeds goes to SOMBFAB, supporting teens with cancer. Flavor with a feel-good kick! #DirtyBirdsCares #PMPWarrior #CommunityLove
• •Headline: Warning: May Cause Extreme Happiness (and Sticky Fingers). Body: Get ready to make some memories. Dirty Birds Sauces are crafted for flavor, fun, and a little bit of mess. Perfect for everything from wings to whatever you’re grilling. What will you get #DirtyWith?