Brand Tone

Authentic, educational, and aspirational. It is friendly and approachable, yet professional and knowledgeable, using evocative and rich storytelling to create an emotional connection.

Brand Values

• •Tradition and Family Heritage
• •Sustainability and Regeneration
• •Quality and Purity
• •Community and Connection
• •Innovation

Best Practices

• •Lead with the 'Why': Always connect your products back to your core values of family, tradition, and regeneration. Don't just sell meat or honey; sell the story and the principles behind them.
• •Use Evocative, Sensory Language: Describe the "taste of the south," the "richness of the soil," and the "care in every step." This creates a stronger emotional connection than simply listing product features.
• •Maintain an Educational Stance: Share your knowledge about regenerative agriculture, animal welfare, and cooking techniques. This positions you as a trusted expert and adds value beyond the product itself.
• •Emphasize 'We', Not 'I': Use a collective and inclusive tone. Talk about "our family," "our community," and "our commitment." This fosters a sense of shared values and invites the customer into the brand's world.
• •Be Visually and Tonally Consistent: Ensure that the high-quality, natural aesthetic of your photography is matched by the authentic, warm, and aspirational tone of your copy across all platforms, from your website to your social media captions.

Social Perception

Perceived as a high-end, trustworthy producer of artisanal Chilean goods, delivering on promises of quality and sustainability. Seen as a premium brand and pioneer in the regenerative agriculture movement, gaining respect through collaborations and influencer features.

Copy Examples

• •From our pastures to your plate. This is more than just beef; it's the result of years of tradition and a deep commitment to regenerative agriculture. Every bite tells the story of healthy soil, happy animals, and the rich flavour of the Chilean south. Experience the taste of true nature. #ElReinal #RegenerativeAgriculture #CarneNatural #FromFarmToTable #Chile
• •At El Reinal, we believe the best food comes from a healthy planet. Since 1986, our family has been dedicated to regenerating our land and raising our animals with the utmost care. It’s a commitment you can taste. Join our community and discover a better way to eat. #ElReinalCampo #SustainableFarming #FamilyTradition #RealFood
• •El Reinal: The Heart of Southern Chile. Founded on a dream in 1986, our farm is a testament to the power of working with nature, not against it. We invite you to explore our world of regenerative agriculture and taste the difference that passion makes.
• •Hi [Customer Name], you've probably heard the term 'regenerative agriculture,' but what does it actually involve? For us at El Reinal, it means rotational grazing that revitalizes our soil, promoting biodiversity, and ensuring our cattle live stress-free lives. It's a holistic approach that results in healthier ecosystems and more nutritious, flavourful meat for you and your family. Learn more on our blog. #KnowledgeIsPower #ElReinal #Sustainability
• •A spoonful of sunshine from our fields. Our artisanal honey is a pure expression of the native flora of the Los Lagos region. With a rich, complex flavour and a smooth finish, it’s the perfect natural sweetener, just as nature intended. As featured in the finest cafes of Puerto Varas, now delivered to your home. #MielPura #ElReinal #ArtisanalHoney #ChileanHoney