Brand Tone

Enthusiastic, Passionate, Friendly, and Supportive

Brand Values

• •Supporting Independents: Providing a platform for small, artisan producers to reach a wider market is a foundational principle.
• •Quality & Curation: Offering high-quality, carefully selected food and drink items.
• •Discovery & Innovation: Introducing customers to new, unique, and interesting products and "tomorrow's trends."
• •Ethical Practices & Sustainability: Demonstrating a commitment to fairer, more efficient, and less wasteful practices, including a climate commitment for carbon-neutral shipping.
• •Customer-Centricity: Aiming to provide a great experience and meet diverse customer needs, including various dietary preferences and gifting occasions.
• •Integrity, Honesty, and Accountability: These are explicitly mentioned as internal company values that inform their operations.

Best Practices

• •Develop a Brand Voice Guide: Create a document that clearly defines the brand's tone, personality, key messaging themes, preferred vocabulary (and words to avoid), and provides examples. This should be shared with everyone creating content.
• •Storytelling is Key: Focus on the "why" behind the products. Share the stories of the independent producers, the inspiration behind their creations, and the journey of the ingredients. This naturally lends itself to a passionate and supportive tone.
• •Use Enthusiastic and Positive Language: Incorporate words that convey excitement, delight, and appreciation (e.g., "discover," "delicious," "handcrafted," "amazing," "celebrate," "passion"). Avoid overly formal or bland corporate language.
• •Be Human and Approachable: Write as if you're talking to a friend who shares a love for good food and drink. Use contractions, ask questions to engage the audience, and don't be afraid to show personality.
• •Consistency Across All Channels: Ensure the brand voice is consistent across the website, product descriptions, email marketing, social media, customer service interactions, and even packaging. Regular internal reviews of content can help maintain this consistency.

Social Perception

Generally perceived as a source of high-quality, unique food and drink gifts, particularly hampers, and as a champion of small food and drink businesses and an innovator in the online food retail space.

Copy Examples

• •Homepage Banner: "Discover Delicious. Support Independent. ✨ Explore unique food & drink gifts from the UK's most passionate artisan producers. Your next favourite treat is just a click away!"
• •Product Description (for a new artisan chocolate): "Meet your new obsession! Crafted with love by the amazing folks at [Artisan Brand Name], this [Chocolate Type] bar isn't just a treat, it's an experience. Every bite supports a small business dreaming big. Go on, indulge a little (or a lot!)."
• •Social Media Post (Instagram - with a picture of a hamper): "Gift-giving just got an upgrade! 🎁 Our [Hamper Name] is packed with handcrafted goodies from incredible independent creators. Who would you share this with? Tag a fellow foodie who deserves a FodaBox surprise! #ArtisanFood #SupportSmall #GiftIdeas #FodaBoxLove"
• •Email Subject Line (for a weekly newsletter): "Hey Foodie Friend! 👋 Unbox a world of flavour + Meet our newest makers!"
• •"About Us" Snippet: "At FodaBox, we're more than just a marketplace; we're a community. We're passionate about connecting you with the heart and soul behind every product – the dedicated independent producers who pour their passion into every creation. Join us in celebrating incredible taste and supporting the future of food and drink!"