Brand Tone

Authentic & Passionate, Proud & Cultural, Quality-Conscious & Trustworthy, Friendly & Approachable, Informative & Educational

Brand Values

• •Authenticity
• •Quality
• •Tradition
• •Cultural Pride
• •Passion
• •Community/Sharing
• •Natural Ingredients
• •Customer Focus

Best Practices

• •Always Emphasize Authenticity and Tradition: Whether describing a product or sharing a recipe, weave in the brand's commitment to genuine Mexican methods and flavours. Use words that evoke heritage and time-honoured practices.
• •Speak with Passion and Pride: Let the love for Mexican cuisine shine through. Use enthusiastic and evocative language that conveys a deep connection to the food and culture.
• •Educate and Inform Gently: Share knowledge about ingredients, regional dishes, or cooking techniques in an accessible way. Position the brand as a friendly expert helping customers explore Mexican food.
• •Focus on Quality and Natural Ingredients: Highlight the sourcing of ingredients, the 'short and basic' ingredient lists, and the absence of artificial additives. This builds trust and reinforces the commitment to quality.
• •Maintain a Warm and Welcoming Voice: Even when discussing traditional or complex aspects of Mexican cuisine, the tone should remain approachable and invite customers to experience the 'heaven' of El Cielo products. Use inclusive language that makes everyone feel welcome to try.

Social Perception

Highly Regarded for Authenticity, Trusted for Quality, Go-To Source, Educational Resource, Positive Customer Service, Growing Presence

Copy Examples

• •Taste the Soul of Mexico. No Passport Required. Remember that little street stall in Oaxaca? The aroma of freshly pressed tortillas? At El Cielo, we bring those vibrant memories and authentic flavors directly to your Australian kitchen. Crafted with passion, tradition, and the finest ingredients – because real Mexican food is an experience, not just a meal. Discover the true taste, right here.
• •It's more than just dinner, it's a fiesta of flavour! Our nixtamalized corn tortillas, made the way they have been for millennia, are the heart of any true Mexican taco. What are you creating with El Cielo tonight? Share your culinary adventures! #ElCielo #TrueTasteOfMexico #MexicanFoodAustralia #TacoNight
• •Uncap a burst of vibrant Mexican sunshine! Our [Salsa Name] is handcrafted in small batches, using sun-ripened chillies and traditional spices sourced from the heart of Mexico. No shortcuts, no artificial anything – just pure, authentic flavour that dances on your palate. Perfect for dipping, drizzling, or daring to add a kick to your favourite dish. Experience the El Cielo difference.
• •Founded by three friends who missed the taste of home, El Cielo ('The Heaven') was born from a simple desire: to share the rich, diverse, and authentic flavours of Mexican cuisine with Australia. We’re proud to honour centuries of culinary tradition in every tortilla we press and every sauce we simmer. Welcome to our table.
• •Missing Mexico? We've Got You Covered. From our Melbourne tortilleria to your home, El Cielo delivers the authentic ingredients you need to recreate those cherished Mexican dishes. Explore our range of traditional corn tortillas, flavourful salsas, and rare chiles...