Brand Tone

authentic, passionate, and approachable

Brand Values

• •Quality & Craftsmanship
• •Family & Heritage
• •Authenticity & Honesty
• •Passion
• •Community & Local Pride

Best Practices

• •Always Lead with the Story: Every piece of copy, where appropriate, should connect back to the brand's origin story family, necessity, and passion. This is your strongest differentiator.
• •Use Passionate & Sensory Language: Use descriptive words that evoke taste and feeling (e.g., "tangy," "bold," "smoky," "handcrafted," "chunky"). This reinforces the "gourmet" and "artisan" aspect of the brand.
• •Maintain an Approachable, Human Voice: Write as if you are talking to a friend who loves food. Keep the tone personal and down-to-earth. The "musings of a condiment maker" style is very effective.
• •Highlight "Local" and "Quality" Keywords: Consistently mention "South Australia," "Adelaide Hills," "family recipe," "small-batch," and "quality ingredients." This reinforces brand values and builds trust.
• •Celebrate Wins, but Stay Humble: When announcing awards, frame it with excitement and gratitude. It's less about bragging and more about sharing the success of your passion with your community. This reinforces the approachable nature of the brand.

Social Perception

Grunds Gourmet is perceived as a high-quality, local, and authentic artisan brand. Their numerous awards lend significant credibility and reinforce the perception of quality and excellence. The brand is positioned as a "must-have for food lovers" seeking to elevate their meals with bold, handcrafted flavors, and is seen as a beloved local producer. The family story and commitment to quality ingredients build a sense of trust with consumers.

Copy Examples

• •They say gold is hard to find. We've bottled it. Our Southern Mustard BBQ Sauce just brought home first place from the world's largest hot sauce competition, again. Born from an old family recipe and perfected in the Adelaide Hills, this isn't your average mustard. It's tangy, it's bold, and it'll make your next BBQ unforgettable. Taste the gold. #GrundsGourmet #AwardWinning #BBQSauce #CarolinaGold #AussieMade
• •Flavour Before Fire. That's our promise. For 25 years, our family has been crafting hot sauces that do more than just burn. From the smoky kiss of Chipotle to the mighty sting of the Trinidad Scorpion, each bottle is a journey of flavour, handcrafted with passion in South Australia. Dare to taste the difference.
• •Just like Nanna used to make, but with a little more spice. Our Thick & Chunky Tomato Relish is a trip down memory lane, with a kick. Developed from an old Grund family recipe, we use the finest South Australian tomatoes and a secret blend of spices. It s not too sweet, perfectly tangy, and the ultimate partner for your sandwiches, burgers, or a classic cheese platter.
• •It all started with a problem. In rural Kimba, great-tasting, quality sauces were nowhere to be found. So, we decided to make our own. For over 25 years, the Grund family has been perfecting recipes on our farm, using ingredients we grew ourselves. Today, from our home in the Adelaide Hills, we still craft our condiments in small batches, with love. It was born from necessity, but now it s our passion.
• •Welcome to the Flavour Family! We're not some big, faceless company. We're Grunds Gourmet, a family-run business from the Adelaide Hills obsessed with creating Australia's most delicious, handcrafted condiments. From our award-winning BBQ sauces to our legendary relishes, everything is made with locally sourced ingredients and a whole lot of heart. Get ready to elevate every meal.