Brand Tone

Nostalgic, Authentic/Local, Friendly & Engaging, Traditional

Brand Values

• •Heritage & Tradition
• •Authenticity
• •Nostalgia
• •Customer Satisfaction/Connection
• •Quality

Best Practices

• •Weave in the brand's rich history and connection to Yick Lung and Hawaiian traditions in your copy. Use phrases that evoke nostalgia and a sense of place.
• •Incorporate warm, friendly, and welcoming language that reflects Hawaiian culture. Focus on terms like "ohana" (family), "local favorite," and the joy of sharing.
• •Consistently describe the unique taste profiles (sweet, sour, salty, tangy) and connect them to the Hawaiian islands.
• •Directly address the memories and feelings associated with these long-loved snacks. Use phrases like "just like you remember" or "bringing back the good old days."
• •Ensure that imagery used alongside copy (on website, social media, ads) reflects the traditional, authentic, and vibrant nature of Hawaii and its treats, aligning with the brand's heritage.

Social Perception

Loved by Locals & Those with Hawaii Ties, Unique Flavor Profile, Trusted Brand (for those familiar), Specialty/Souvenir Item

Copy Examples

• •Headline: Taste the Tradition. Savor the Islands. Body: Rediscover the classic Li Hing Mui flavor that’s been a Hawaii’s Choice for generations. Our mouthwatering candies bring back those sweet, tangy, and savory memories with every bite. Just like you remember.
• •Headline: Your Ohana’s Favorite, Since Forever. Body: From plantation days to today’s pantry, Yick Lung’s legacy lives on with Hawaii's Choice. Share the authentic taste of Li Hing Mui and our classic island snacks with your loved ones. It’s more than a treat, it’s a tradition.
• •Headline: That Unmistakable Island Zing! Body: Craving that unique Li Hing kick? Hawaii's Choice delivers the authentic, mouthwatering sweet and savory taste that transports you straight to the islands. Perfect for a taste of home, wherever you are.
• •Social Media Post: Image: Close-up of Li Hing Mui candies. Caption: Remember these? 😉 Our Hawaii's Choice Li Hing candies are packed with the same nostalgic flavor you grew up with. What’s your favorite memory sparked by this iconic treat? Share below! #HawaiisChoice #LiHingMui #TasteOfHawaii #Nostalgia #YickLung
• •Product Description Snippet (for Li Hing Mango Candy): Sweet mango meets the tingle of traditional Li Hing Mui. Hawaii's Choice Li Hing Mango Candy tablets melt in your mouth, bringing back cherished island memories. Inspired by the beloved Valiente's, it's a perfect, portable taste of paradise.