Brand Tone

Passionate & Enthusiastic, Friendly & Approachable, Quality-Focused & Flavour-Centric, Community-Oriented & Local, Slightly Playful & Humorous

Brand Values

• •Quality
• •Flavour
• •Passion
• •Local Connection/Community
• •Craftsmanship
• •Versatility

Best Practices

• •Develop a "Brand Voice Chart": Document key characteristics (e.g., Passionate, Friendly, Quality-Focused, Local), provide "do" and "don't" examples for word choices and phrasing. For example, "Do: Use enthusiastic, flavour-descriptive words. Don't: Use overly technical or generic heat-focused language."
• •Know Your Audience (The "Mate"): Always write as if you're talking to a friend who loves good food and appreciates quality. Use relatable language, inject personality, and don't be afraid of a bit of local slang if appropriate.
• •Prioritize "Flavour First, Heat Second" in Messaging: Consistently reinforce that while heat is a component, the depth of flavour and quality of ingredients are paramount. This differentiates the brand.
• •Show, Don't Just Tell, the Passion: Instead of saying "we are passionate," let it shine through in enthusiastic descriptions of ingredients, the crafting process, or the joy of sharing good food. Share stories of product creation or customer experiences.
• •Be Consistent Across All Channels: Ensure the tone used on the website (product descriptions, about page) matches the tone on social media captions, email marketing, and even in-person interactions at markets. Regular review of content can help maintain this consistency.

Social Perception

Positive, Artisanal/Boutique, Trustworthy & Authentic, Foodie-Approved

Copy Examples

• •Headline: Stop Chasing Heat, Start Savouring Flavour! Body: Tired of chilli that's all fire and no fun? At Geelong Chilli Co, we're mates obsessed with flavour FIRST. Our Umami Hit oil isn't just spicy; it's a deep, garlicky, shallot-infused secret weapon for everything from your morning eggs to late-night noodles. Ready to elevate your eats? Call to Action: Grab a bottle & taste the difference!
• •Social Media Post (Image: Close-up of chilli oil drizzled on pizza): Weekend plans? Make them tastier! 😉 Our locally crafted chilli oils are here to turn your good meals into GREAT ones. What are you drizzling yours on tonight? #GeelongChilliCo #FlavourObsessed #SupportLocalGeelong
• •Product Description Snippet (for a new, very hot sauce): She's a hot one, mates! But don't you worry, we haven't forgotten what truly matters – that epic Geelong Chilli Co. flavour. This new scorcher packs a punch, followed by a wave of carefully selected spices that’ll keep you coming back for more (once your taste buds recover!). Use wisely, thrill-seeker!
• •About Us Snippet (Website): More than just chilli. We're Ben & Beau, a couple of Geelong tradies who turned a fiery passion into a flavour mission. For us, it’s all about good mates, great food, and chilli that actually tastes amazing. No compromises, just top-notch ingredients and a whole lotta love in every bottle.
• •Email Subject Line (for a promotion): 🔥 Geelong's Favourite Flavour Bomb Just Got a Mates Rate! 🔥 Body Intro: Hey Chilli Lover! We know you appreciate the good stuff – that perfect balance of heat and can't-get-enough-of-it flavour. That's why we're giving our email mates an exclusive deal...