Brand Tone

Nostalgic, Friendly, and Authentic

Brand Values

• •Tradition & Heritage
• •Quality & Freshness
• •Community & Togetherness
• •Health-Consciousness
• •Authenticity

Best Practices

• •Always Tell the Story: Weave the brand's heritage —the origin in 2006, the mother's vision, the Chiang Mai roots —into your copy whenever appropriate. This reinforces authenticity and emotional connection.
• •Focus on the "Together" Moment: Frame the product not just as food, but as a catalyst for connection. Use words like "share," "gather," "family," "friends," and "memories" to highlight its communal value.
• •Use Nostalgic Triggers: Appeal to customers' fond memories of travel, street food, and Chiang Mai. Use phrases like "Remember the taste?" or "A classic for a reason."
• •Balance Authenticity with Accessibility: Continue using a mix of Thai and English to maintain the brand's authentic feel, but ensure key information (instructions, benefits) is clear in English for a broader audience. Explain Thai terms simply, making everyone feel included.
• •Highlight "Better-for-You" Angles Subtly: Instead of aggressive health claims, continue to gently suggest healthier options like the air fryer method and mention the natural ingredients in the sauce (MSG-free). This appeals to modern consumer consciousness without alienating the brand's indulgent, comfort-food appeal.

Social Perception

Hedhom is perceived as a beloved local gem, delicious and high-quality, fun and innovative due to its DIY kits, and trustworthy because of its focus on quality control and long-standing history.

Copy Examples

• •Headline: The Taste of a Chiang Mai Night, Now in Your Kitchen. Body: Remember those late-night talks and shared snacks? Bring that feeling home. Our Hedhom DIY Sets have everything you need to fry up our classic mushroom meatballs and create new memories. #Hedhom #EnjoyTogether
• •Title: Hedhom at Home: The Family & Friends DIY Set Description: Gather your favorite people for a taste of authentic Chiang Mai street food. This set includes three packs of our signature mushroom meatballs, our secret tamarind dipping sauce, and crispy wontons for that perfect crunch. Easy to make, fun to share, and impossible to forget. Perfect for parties, family dinners, or a cozy night in.
• •Subject: Missing Chiang Mai? We'll Bring the Flavor to You. 🥡
• •Main Text: From a Street Cart in 2006 to Your Home Today. Sub-text: Discover the story and taste of Hedhom's legendary mushroom meatballs.
• •Voiceover/Text Overlay: Simple to cook. Fun to share. The authentic taste of Hedhom. Order your DIY kit today!