Brand Tone

aspirational, mindful, and joyous

Brand Values

• •Health and Wellness
• •Quality and Artisanship
• •Sustainability and Ethical Sourcing
• •Female Empowerment
• •Joy and Indulgence

Best Practices

• •Lead with Emotion, Support with Facts: Start your copy with words that evoke happiness, wellness, and joy. Then, follow up with the factual reasons the product delivers that feeling (e.g., organic ingredients, artisanal methods, nutritional benefits).
• •Use Aspirational and Positive Language: Frame your messaging around positive outcomes. Instead of saying "avoids unhealthy fats," say "packed with nutrients to enhance your life." Focus on what the customer gains.
• •Highlight the "Why" Behind the "What": Don't just sell plant-based cheese; sell the values behind it. Talk about being women-led, supporting regenerative agriculture, and the belief in food as medicine. This builds a deeper connection with consumers who share those values.
• •Embrace the "Indulgent" Aspect: Consistently use descriptive, sensory words (e.g., "creamy," "rich," "delectable," "melts-in-your-mouth") to ensure the brand is perceived as a premium, satisfying treat, not just a health food.
• •Maintain a Warm and Mindful Voice: Whether writing a product description, a social media caption, or an email, the tone should always feel encouraging, gentle, and soulful. Avoid aggressive sales language or overly technical jargon. The voice should feel like a trusted, knowledgeable friend who wants you to be your "Happyist" self.

Social Perception

The brand is perceived as a gourmet, high-quality option within the vegan cheese market. Public perception is limited but positive among those who have encountered the products.

Copy Examples

• •Find Your Happy Place. It's on a cracker, topped with our creamy Cashew Truffle cheese. Made from 100% organic, whole food ingredients, our plant-based cheeses are crafted to make you feel as good as they taste. Indulge in a moment of pure bliss. #EatHappyist
• •Good for you. Good for the planet. Great on your cheese board. We believe in food that nourishes from the inside out. That’s why we partner with regenerative farms to source the purest ingredients for our artisanal, plant-based cheeses. Taste the difference that mindful sourcing makes.
• •From our female-founded kitchen to yours. Happyist was born from a passion for creating delicious, plant-based foods that support a vibrant life. We pour love and intention into every wheel of cheese, so you can share something truly special with the ones you love.
• •The secret ingredient is joy. (And cashews). We co-developed our recipes with an award-winning cheese expert and a holistic nutritionist to perfect the balance of indulgent flavor and powerful nutrients. Elevate your snacking with cheese that makes your body and soul sing.
• •This is what "indulgently delicious" looks like. Rich. Creamy. Unforgettable. Our Rosemary and Thyme Almond Feta is here to revolutionize your salads and elevate your evenings. Experience the future of plant-based cheese.