Brand Tone

Friendly, Approachable, Authentic, Down-to-Earth, Passionate, Proud, Informative, Trustworthy, and Community-Oriented.

Brand Values

• •Quality: Commitment to producing high-quality, single cold-pressed extra virgin rapeseed oil and related products.
• •Provenance and Authenticity: Emphasizing that the product is grown, pressed, and bottled on their Somerset farm ("Grown By Me").
• •Family Farming Heritage: Rooted in generations of farming, with Andy Fussel continuing the family tradition.
• •Health and Natural Goodness: Highlighting the health benefits of rapeseed oil (lower saturated fat, high Omega 3) and the natural, cold-pressed process.
• •Sustainability and Connection to Nature: Belief in sustainable farming practices and helping people connect with where their food comes from.
• •British Made: Pride in offering a British alternative to other cooking oils like olive oil.
• •Customer Focus and Service: Evident in positive customer reviews and direct communication from the owner.
• •Versatility: Promoting their oil as a versatile cooking ingredient for various culinary uses.

Best Practices

• •Know Your Story, Tell Your Story: Always circle back to the core narrative of a family-run farm, Somerset heritage, and passion for quality British produce. This authenticity should shine through in all communications.
• •Use "Founder's Voice" Sparingly and Strategically: Incorporate Andy Fussel's personal touch ("Hi, I'm Andy...") on key pages like 'About Us' or in specific campaigns to reinforce the personal, family-run feel, but ensure general copy remains consistently warm and informative.
• •Focus on "Farm-to-Bottle" and "Local": Consistently highlight the journey of the product from their fields to the customer's kitchen. Emphasize the "grown, pressed, and bottled on our farm" aspect.
• •Keep it Simple, Wholesome, and Healthy: Reflect the nature of the product in the language. Use clear, straightforward terms. Emphasize natural qualities, health benefits (like Omega content, lower saturated fat), and versatility in a way that is easy for consumers to understand and appreciate.
• •Engage with Warmth and Personality: In social media, customer service, and even product descriptions, maintain a friendly, helpful, and slightly informal tone. Respond to customers as a caring family business would, fostering a sense of community.

Social Perception

High-Quality Product, Trusted Local Producer, Healthy Alternative, Reliable and Good Service, Ethical and Sustainable Choice, Versatile and Flavourful.

Copy Examples

• •Headline: From Our Somerset Farm to Your Family Table. Body: "Taste the sunshine and dedication in every drop of Fussels Cold Pressed Rapeseed Oil. Grown, pressed, and bottled right here by our family, for yours. It’s simply good food, made the right way."
• •Headline: The Secret Ingredient? It’s Somerset, Bottled. Body: "Discover the rich, nutty flavour of Fussels Extra Virgin Rapeseed Oil. Perfect for drizzling, roasting, and everything in between. Healthy, versatile, and lovingly made on our farm."
• •Headline: Good for You, Good for Nature. Body: "At Fussels, we believe in sustainable farming and the natural goodness of British rapeseed. Our cold-pressed oil is packed with Omegas, lower in saturated fat, and 100% wonderful. Taste the difference commitment makes."
• •Headline: Meet Andy – The Farmer Behind Your Favourite Oil. Body: "For generations, the Fussel family has farmed the Somerset countryside. Andy continues that passion, bringing you award-winning rapeseed oil that’s as honest and hardworking as the hands that made it."
• •Headline: More Than Just Oil, It’s a Fussels Tradition. Body: "Explore our range of delicious dressings, mayos, and flavoured oils, all starting with our signature cold-pressed rapeseed oil. Crafted with care in Somerset for a taste of the good life."