Brand Tone

Authentic & Traditional, Warm & Welcoming, Proud & Passionate, Community-Oriented & Engaging, Trustworthy & Reliable

Brand Values

• •Heritage & Tradition: Preserving and celebrating Singaporean culinary traditions is a core message.
• •Authenticity: Commitment to genuine recipes and flavors.
• •Quality: Focus on fresh, handmade products and quality ingredients.
• •Family & Togetherness: Positions their food as ideal for family gatherings and shared experiences; popiah is described as a food symbolizing unity.
• •Customer Satisfaction & Experience: Aims to provide a joyful and convenient food experience, especially with their DIY sets.
• •Convenience: Offers DIY party sets and islandwide delivery.
• •Innovation (while respecting tradition): Seen in the expansion of their offerings and the Souperstar concept, which introduces modern twists to traditional food.

Best Practices

• •Embrace Storytelling: Weave in the narrative of heritage, family, and the tradition behind the food. Share "Our Story" consistently.
• •Use Warm and Inclusive Language: Employ words that evoke positive emotions, togetherness, and a sense of community (e.g., "share," "gather," "family," "cherished," "joy").
• •Highlight Authenticity and Freshness: Consistently mention "handmade," "fresh ingredients," "authentic recipe," "traditional taste" to reinforce these core values.
• •Focus on the Experience: Especially for DIY sets, describe the fun, interactive, and bonding experience of preparing and enjoying the food together, not just the product itself.
• •Maintain Visual-Verbal Cohesion: Ensure that the imagery used (vibrant, appetizing, often showing people enjoying the food) aligns with the warm, traditional, and community-focused tone of the copy.

Social Perception

Fortune Food SG is generally perceived as a reputable and beloved provider of authentic, traditional Singaporean snacks, particularly popiah and kueh pie ti. Customers associate the brand with quality, freshness, and the "handmade" appeal of its products. The DIY party sets are a significant point of positive perception, viewed as fun, engaging, and convenient for gatherings. The brand is seen as upholding and preserving local food heritage. There's a sense of trust built over years of operation and consistent quality. Their Halal certification makes them accessible to a wider community.

Copy Examples

• •Headline: "Taste the Tradition. Share the Joy. Fortune Food - Crafting Heritage, One Bite at a Time." Body: "From our family to yours, experience the authentic flavors of Singapore with our handmade Popiah and Kueh Pie Ti. Perfect for bringing everyone together."
• •Social Media Post: "Gather your loved ones! ❤️ Our DIY Popiah Sets are more than just a meal – they're a tradition, a memory in the making. Fresh ingredients, authentic taste, and a whole lot of fun. Order yours today and create delicious moments together! #FortuneFoodSG #SingaporeHeritage #PopiahParty #FamilyFeast"
• •Product Description (DIY Kueh Pie Ti Set): "Crispy shells, savory fillings, and the taste of home. Our Kueh Pie Ti DIY Set brings the authentic hawker experience right to your kitchen. Made with passion, using recipes passed down through generations. Get ready to assemble, share, and savor!"
• •Email Subject Line: "Relive Precious Moments with Fortune Food's Traditional Delights." Email Body Snippet: "Remember those cherished family gatherings filled with laughter and delicious food? At Fortune Food, we’re passionate about keeping those traditions alive. Our freshly made [Product Name] brings authentic Singaporean heritage to your table..."
• •Promotional Ad: "Celebrating a special occasion? Or just craving a taste of authentic Singapore? Let Fortune Food cater to your joy. Our party platters and DIY sets are lovingly prepared with the freshest ingredients, true to generations of flavor. It’s more than food, it’s a celebration of heritage. [Link to order]"