Brand Tone

Enthusiastic, Health-Conscious, Authentic, Direct, Community-Oriented, Inclusive, Slightly Playful/Edgy (TikTok)

Brand Values

• •Quality Ingredients: We source the highest quality ingredients possible. Never artificial.
• •Health and Wellness Support: We support the busy lives of people who strive for better when it comes to health and wellness.
• •AAPI Community Support: As an AAPI-founded brand, we amplify AAPI moments in culture and support other AAPI-owned businesses and creatives.
• •Authenticity: Emphasis on real matcha from Japan and distinctive Asian flavors.
• •No Compromise on Flavor for Fuel: We don't sacrifice flavor for fuel.

Best Practices

• •Prioritize Authenticity: Always be genuine in your messaging. Highlight the real ingredients, the Japanese matcha origin, and the AAPI-founded story. Avoid hype or exaggerated claims.
• •Focus on "Flavor & Fuel": Consistently balance the message of delicious taste (especially the authentic matcha) with the functional benefit of high protein and clean energy. Don't let one overshadow the other.
• •Embrace the AAPI Heritage: Weave in the brand's AAPI-founded identity and commitment to supporting the community where appropriate. This is a unique value proposition.
• •Speak to the Health-Conscious but Busy Individual: Tailor language to those who are proactive about their health but need convenient, quality options to fit their lifestyle.
• •Adapt Tone by Platform, but Keep Core Values Intact: While TikTok might allow for a slightly more informal or edgier tone, the core values of quality, authenticity, and wellness should remain consistent across all communications. Ensure the playful tone doesn't undermine the premium quality message.

Social Perception

Positive for Matcha Lovers, Valued for High Protein & Clean Ingredients, Mixed on Taste/Texture by Some, Seen as a Good Option for Healthy Snacking, Appreciation for AAPI-Founded Aspect

Copy Examples

• •Headline: Real Matcha. Real Protein. Real Delicious. Body: Tired of bland protein bars? FUJI Bar delivers 22g of power-packed protein with the authentic taste of Japanese matcha. Fuel your hustle the clean way. #FujiBar #MatchaProtein #CleanEnergy
• •Headline: Not Your Average Protein Bar. (It's Better.) Body: We get it. You're busy. You need fuel. But you also deserve flavor. FUJI Bar brings you the best of both worlds with premium matcha and 22g of protein. Taste the difference. #EatFujiBar #ProteinPacked #AAPIowned
• •Headline: Unlock Your Potential, One Bite at a Time. Body: Our FUJI Matcha Protein Bar isn't just a snack, it's a statement. Made with high-quality, natural ingredients to support your wellness journey. Elevate your day. #FujiFuel #WellnessJourney #RealIngredients
• •Headline: From Japan, With Love (and Protein). Body: Experience the true essence of matcha in every FUJI Bar. We source the finest ingredients to bring you a delicious, high-protein snack that supports your active life and celebrates AAPI creativity. #MatchaLove #SupportAAPI #HealthySnacks
• •Headline (TikTok style): Vanilla? Never heard of her. 🍵 Body: Get that matcha goodness and 22g protein hit. FUJI Bar. Shop now. #FujiBar #NotVanilla #MatchaVibes #ProteinBar