Brand Tone

Passionate, educational, and authentically warm. It is also aspirational and premium, yet community-focused.

Brand Values

• •Authenticity and Craftsmanship
• •Sustainability and Responsibility
• •Transparency and Storytelling
• •Curation and Quality
• •Connection and Joy

Best Practices

• •Lead with the "Why": Always frame the product within the larger mission. Start with the problem of the broken food system or the joy of connection before diving into product features.
• •Make the Producer the Hero: Your producers are your biggest asset. Use their names, share their photos, and tell their stories in their own words whenever possible. This builds authenticity and differentiates you from faceless retailers.
• •Educate, Don't Just Sell: Every piece of copy is an opportunity to teach. Explain what makes an olive oil "extra virgin," why single-origin matters, or how a specific herb is traditionally used. This builds trust and positions you as an expert.
• •Use Sensory and Emotive Language: Go beyond "delicious." Use words that evoke taste, texture, and aroma ("velvety nut butters," "a clean, bright heat," "the earthy aroma of fresh oregano"). Connect these sensations to emotions like comfort, joy, and discovery.
• •Maintain a Warm, Inclusive Voice: The word "gourmet" can sometimes feel exclusive. Your tone should be warm and inviting. Use phrases like "join us," "discover together," and "for curious foodies" to make everyone feel welcome in your community.

Social Perception

The social perception is largely positive, albeit with a limited public footprint. Gourmie Goods is seen as a niche and trusted curator for high-quality, unique gourmet products and gifts, particularly by "curious foodies." It is also perceived as aspirational and gift-worthy.

Copy Examples

• •This isn't just chocolate. It's the story of the Ecuadorian cacao bean, the passion of Eugénie, our Brussels-based chocolatier, and that perfect, melt-in-your-mouth moment. It’s a reminder to slow down and savor the craft. Discover the story behind Eugène Chocolatier on the Gourmie Goods journal. #EatWellChooseBetter #GourmieGoods #ArtisanChocolate #SupportSmallProducers #Craftsmanship
• •Headline: Say 'Thank You' with a Story They Can Taste. Body: Tired of generic gifts? The Gourmie Goods "Foodie Essentials Box" is a curated journey through Europe's finest small kitchens. From hand-harvested sea salt to single-origin olive oil, give a gift that’s as unique and thoughtful as they are. Shipped sustainably to their door. Shop our curated gift boxes today.
• •Headline: Beyond Flavor. It's a Movement. Sub-headline: Discover food crafted with passion and purpose by Europe's best independent artisans. Reconnect with what you eat.
• •Subject: Meet the family that 'grows' pasta. Body: Hi [Name], In the rolling hills of Le Marche, Italy, the Mancini family doesn't just make pasta; they cultivate it. From seed to plate, three generations have perfected the art of growing the finest durum wheat, turning it into pasta that holds sauce like no other. This week on the journal, we step into their fields to understand why their craft is a delicious rebellion against industrial food. [Read Their Story & Shop Mancini Pasta]
• •SWET Hot Sauce - Urban-Grown Heat Feel the clean burn of Berlin. SWET's hot sauce is crafted in small batches from peppers grown in the city, delivering a vibrant, complex heat without any artificial additives. Each bottle is a testament to urban farming and a passion for pure flavor. Perfect for waking up your eggs, tacos, or anything that needs a kick of character. Flavor Profile: Bright, Fruity, Medium Heat. Origin: Berlin, Germany.