Brand Tone

Purpose-driven & Passionate, Friendly & Approachable, Positive & Optimistic, Authentic & Transparent, Educational

Brand Values

• •Sustainability
• •Equality (for food)
• •Support for Local Farmers
• •Community
• •Health & Nutrition
• •Accessibility/Affordability

Best Practices

• •Always Lead with Purpose: Every piece of copy should tie back to the core mission of fighting food waste and promoting sustainability. This ensures the "why" behind the brand is always clear.
• •Embrace Imperfection & Authenticity: Use language that is honest and down-to-earth. Celebrate the "quirks" of the produce and be transparent about the food system challenges you're addressing. Avoid overly polished or corporate jargon.
• •Educate and Inspire, Don't Preach: Share information about food waste, seasonal eating, and local farming in an engaging and uplifting way. Focus on empowering consumers to make positive choices rather than making them feel guilty.
• •Maintain a Positive and Hopeful Outlook: While addressing a serious issue like food waste, keep the tone optimistic. Highlight the solutions and the collective impact that consumers and the brand can make together.
• •Use Community-Centric Language: Foster a sense of belonging. Use words like "we," "us," "together," and "join us" to emphasize the collaborative nature of the mission. Highlight stories of farmers and the local community when possible. Consistent brand voice builds trust and connection.

Social Perception

Equal Food is perceived as an innovative and impactful company tackling the significant issue of food waste. They are seen as a supporter of local agriculture and a promoter of sustainable practices. The brand likely resonates with environmentally conscious consumers and those looking to support local businesses and reduce their food footprint. Their association with initiatives like Google for Startups adds to their credibility. The focus on "imperfect" produce is a clear differentiator and a key part of their identity, appealing to consumers who value resourcefulness and reject cosmetic standards for food.

Copy Examples

• •Headline: "Perfectly Imperfect. Deliciously Sustainable. ✨" Body: "Why let a little quirkiness go to waste? Our fruit and veg boxes are packed with flavour, fresh from local farms, and kind to the planet. Join the Equal Food movement and eat beautifully, sustainably. #SaveGoodFood #ImperfectIsPerfect" Tone: Positive, Engaging, Purpose-driven
• •Headline: "Your Weekly Box of Goodness Does a World of Good. 🌍🥕" Body: "Every Equal Food box you order helps reduce food waste, supports local Portuguese farmers, and brings the freshest seasonal produce straight to your door. Taste the difference, make a difference. Subscribe today! [Link to website]" Tone: Benefit-driven, Community-focused, Urgent (gentle call to action)
• •Headline: "Meet the Food Others Call 'Wonky.' We Call It Wonderful. 🥔🍎" Body: "At Equal Food, we believe all food deserves a place on your plate. We rescue delicious, nutritious produce that might look a little different, fighting waste and delivering amazing value to you. It’s food equality, for a tastier, greener Lisbon. #EqualFood #FightFoodWaste" Tone: Authentic, Educational, Empowering
• •Headline: "Seasonal Eating Made Simple (and Sustainable!). 🍂" Body: "Discover the best of autumn with Equal Food! Our latest blog post dives into the delicious benefits of eating seasonally – from boosted nutrition to a lighter footprint. Plus, get inspired for your next Equal Food box delivery! [Link to blog]" (Inspired by their actual blog content) Tone: Informative, Inspiring, Helpful
• •Headline: "Join Our Table. Waste Less, Taste More. 💚" Body: "Become part of a community that’s making a real impact. With Equal Food, you’re not just getting fruits and vegetables; you’re embracing a more sustainable way of life, one delicious bite at a time. Sign up for your first box and let's change the food system together! #LisbonSustainable #LocalProduce" Tone: Inclusive, Passionate, Action-oriented