Brand Tone

The brand's tone of voice is aspirational, direct, and encouraging. It blends a focus on high-performance nutrition with a playful and accessible attitude.

Brand Values

• •Health & Nutrition
• •Convenience
• •Quality & Transparency
• •Performance-Oriented Lifestyle

Best Practices

• •Lead with the Benefit, Support with the Feature: Start with what the customer gains (e.g., "More energy," "Effortless mornings") before explaining how (e.g., "with 15g of plant protein," "ready in seconds").
• •Maintain the Dual-Language Edge: Continue using a mix of clear German descriptions and punchy English slogans. This creates a unique, modern, and internationally-appealing brand voice.
• •Be Direct and Confident: Use clear, declarative sentences. Avoid weak or passive language. Statements like "What is Sugar? Something we don't add" are powerful and memorable.
• •Speak to the Aspiration, Not Just the Product: Frame the conversation around the customer's goals (fitness, productivity, health) and position Granuu as the tool that helps them get there.
• •Keep it Energetic and Positive: Use an encouraging and uplifting tone across all channels. Words should feel vibrant and motivating, mirroring the brand's visual identity and core message of providing powerful fuel.

Social Perception

The brand projects an image of being a premium, health-focused, and convenient meal solution. Customers who interact with the brand on its own channels appear to be engaged by the health benefits and energetic marketing. Within the broader market for instant oat products, customers value convenience and high protein content. However, they can be critical of texture (sometimes described as "gritty" for competing brands) and whether the flavor lives up to its description. Haferwelt's success will likely depend on meeting these specific consumer expectations.

Copy Examples

• •Don't just build your body, fuel it. Your 5 AM workout deserves a breakfast that works as hard as you do. Granuu delivers 15g of plant-based protein and zero added sugar to power your recovery and your day. Fuel your gains, not your ego. #Haferwelt #Granuu #PowerOvernight
• •Your 8 AM meeting has a new secret weapon. Forget breakfast chaos. Granuu is your nutritious, delicious, and ready-in-seconds solution for busy mornings. Power up your day in the time it takes to check your email.
• •Life is hard? Power Up, Buttercup. ☀️ Our Blueberry Blessing shake is packed with the brain-food and plant-power you need to conquer your day. What's on your to-do list? #Haferwelt #HealthyRoutine #BreakfastGoals
• •What's really in your breakfast? No secrets here. We packed Granuu with whole grain oats, real fruit, and a powerful trio of chia, hemp, and flax seeds. What did we leave out? The added sugar, the artificial flavors, and the morning stress. See for yourself.
• •(Video shows person quickly making Granuu before rushing out the door) Text on screen: (0-2s) Busy morning? (2-4s) We got you. (4-6s) 15g Protein. 0g Added Sugar. (6-8s) Breakfast is solved. Caption: Power overnight, energy all day. #Granuu #BreakfastHack #HealthyOnTheGo