Brand Tone

Celebratory, Authentic, and Community-Focused

Brand Values

• •Heritage
• •Authenticity
• •Community
• •Quality
• •Convenience

Best Practices

• •Lead with "Home" and "Authenticity": Always connect the products back to the core values of home, tradition, and authentic flavor. This emotional connection is your strongest asset.
• •Speak the Language of Community: Use inclusive and warm language. Address your audience as a collective community. Ask questions, encourage sharing, and feature user-generated content to reinforce the "community hub" feeling.
• •Celebrate Culture, Not Just Commerce: Integrate cultural moments, holidays, and traditions into your content calendar. This shows that the brand understands and respects its customers' heritage beyond just selling products.
• •Educate and Inspire: Use blogs and video content to share recipes, cooking tips, and the stories behind your products. This positions the brand as a trusted resource and an authority in Afro-Caribbean cuisine.
• •Maintain a Consistent Voice Across All Channels: While the format may change (e.g., TikTok vs. Email), the core tone celebratory, authentic, and community-focused should remain the same. Ensure all copy, from a tweet to a product description, reflects this personality.

Social Perception

The brand is perceived positively as a vital service for the Afro-Caribbean community in the UK. Customer feedback and social media interactions show appreciation for the accessibility of authentic products that are otherwise hard to find. The brand is seen as a reliable and essential bridge to cultural cuisine.

Copy Examples

• •What's the secret ingredient to your Jollof? 😉 Unlock the authentic flavors you've been missing. Our collection of hand-picked spices and seasonings is here to bring that perfect taste of home right to your kitchen. Tap to shop!
• •Hi [Customer Name], Food is more than just a meal; it's a story. It's the memory of Sunday dinners and family celebrations. At Eso World, we're honored to be a part of your story by bringing you the ingredients that keep those traditions alive. This week, explore our new collection of classic snacks and drinks. What will you be sharing with your family?
• •From Our Home to Yours. Get Free Delivery on all orders over £50 and let us bring the heart of Afro-Caribbean flavor to your doorstep. Stock up on your favorites today!
• •Level up your chicken in 60 seconds! 🔥 All you need is our signature Suya Spice, a dash of oil, and a little love! That's it. Dinner just got a whole lot tastier. Link in bio for the good stuff! #EasyRecipes #AfricanFood #EsoWorld
• •If you could only eat one Afro-Caribbean dish for the rest of your life, what would it be? Drop your answers below! 👇 #FoodDebate #CaribbeanFood #NigerianFood