Brand Tone

Premium & Sophisticated, Heritage-Rich & Established, Quality-Focused & Passionate, Knowledgeable & Worldly, Approachable Indulgence

Brand Values

• •Uncompromising Quality
• •Heritage & Tradition
• •Customer Experience
• •Ethical Sourcing
• •Attention to Detail

Best Practices

• •Develop a Brand Voice Style Guide: Document key terminology (e.g., "purveyors," "connoisseurs," "exemplary"), preferred sentence structures, and a "words to use/avoid" list. This ensures everyone writing for the brand is aligned.
• •Emphasize Heritage and Expertise: Consistently weave in the brand's history, their 30+ years of experience, and their meticulous processes to reinforce authority and quality.
• •Focus on Sensory Language and Quality Cues: Use descriptive words that appeal to taste, texture, and the origin of ingredients (e.g., "sun-drenched," "buttery," "gently roasted," "harmonious flavour combinations").
• •Maintain an Element of Sophistication: While accessible, the language should always reflect the premium nature of the products. Avoid overly casual slang or colloquialisms that might dilute the brand's established image.
• •Tell the "Why": Beyond describing the products, explain the passion, the sourcing journeys, and the commitment to creating "memorable snacking moments." Connect with customers on an emotional level by sharing the dedication behind the brand.

Social Perception

High-Quality Snack Provider, A Treat Worth Seeking Out, Reliable & Trustworthy, Associated with Luxury (Historically)

Copy Examples

• •Headline: The Dormen Distinction: Over 30 Years of Perfecting the Art of the Snack. Body: From the world's finest groves to your discerning palate, experience the dedication in every bite. Our heritage is rooted in quality, our passion in flavour.
• •Social Media Post: Elevate your moment. For decades, The Dormen Food Company has been the secret of connoisseurs. Isn't it time you discovered the taste of true craftsmanship? #DormenNuts #LuxurySnacks #ArtisanQuality
• •Product Description (e.g., for Salted Almonds): Sourced from sun-drenched Californian orchards, our almonds are selected for their superior size and buttery flavour. Gently roasted in small batches and delicately salted by our artisans, they offer an exemplary snacking experience. It's the Dormen way.
• •"About Us" Snippet: Our story began in 1985, with a simple mission: to provide London's most esteemed hotels with nuts of unparalleled quality. Today, that same commitment to excellence and the spirit of our intrepid explorer, The Dormen, infuses every pack we create.
• •Promotional Email Subject: An Invitation to Indulge: Experience The Dormen Heritage. Body: For a limited time, rediscover the taste that has graced the finest establishments. Explore our curated collections and savour the Dormen difference.