Brand Tone

Aspirational, Scientific, and Supportive. A sophisticated blend of empowering goals and scientific authority, delivered in a supportive and guiding manner, making complex topics accessible and motivating.

Brand Values

• •Holistic Well-being
• •Empowerment through Knowledge
• •Scientific Credibility
• •Mindful Living
• •Quality and Convenience

Best Practices

• •Lead with the 'Why': Start with the benefit and the feeling. Instead of saying 'Low-calorie meals,' say 'Unlock new levels of energy.' Focus on the empowering outcome first, then introduce the product as the vehicle to get there.
• •Balance Science with Simplicity: Use terms like 'fasting-mimicking' and 'scientifically proven,' but immediately follow up with simple, tangible benefits like 'burn fat, and improve gut health.' This builds credibility without alienating the audience.
• •Use Empowering & Guiding Language: Employ verbs that inspire action and partnership, such as 'guide,' 'inspire,' 'empower,' 'unlock,' and 'discover.' Frame the brand as a supportive partner on the customer's wellness journey.
• •Emphasize the Holistic Experience: Consistently mention that the programs are more than just food. Highlight the included guidance, community support, and access to workouts and mindfulness sessions to reinforce the value of the complete system.
• •Maintain a Premium and Aspirational Tone: Use clean, concise, and confident language. Avoid overly casual slang or hype. The tone should reflect the high-quality nature of the products and the expertise behind them, justifying the premium position in the market.

Social Perception

Overwhelmingly positive and results-oriented. Perceived as a trustworthy, premium provider of wellness solutions that delivers tangible benefits like weight loss, reduced bloating, and increased energy, especially valued for its convenience and structure by busy professionals.

Copy Examples

• •This is not a diet. It's a decision. Your 5-day journey to reset your metabolism and rediscover your energy begins here. Our scientifically designed, plant-based reSET program is crafted to help you burn fat, reduce bloating, and unlock a new level of well-being. Ready to take control? #EatByAlex #FastingMimicking #WellnessJourney #HealthyLiving
• •Your Health Goals, Delivered. Busy schedule? Don't compromise on your well-being. Eat by Alex delivers curated, ready-to-eat wellness programs to your door. Our 5-day reSET is designed to fit your life while delivering results you can feel. Feel more focused, energized, and in control. Learn more and get CHF 25 off your first order.
• •The science of slowing down ageing + a recipe inside
• •More than muscle. It's mindful strength. Level up your recovery with our new Plant Protein, now enhanced with AVEA Collagen Activator. This isn't just about building strength; it's about nourishing your body from within. Promote radiant skin, support joint health, and fuel your day with a clean, plant-based formula designed for holistic well-being.
• •USE THE POWER OF FOOD. Join over 3,000 happy customers on a guided journey to optimal well-being with our science-backed nutritional programs.