Brand Tone

empowering, approachable, and authentic

Brand Values

• •Health & Wellness
• •Authenticity & Tradition
• •Simplicity & Accessibility
• •Quality & Excellence
• •Community & Education

Best Practices

• •Lead with Empowerment: Always frame your copy to make the customer feel capable and inspired. Use phrases like "You can create," "Master this dish," and "Your journey to authentic flavor starts here." Avoid jargon that could intimidate beginners.
• •Balance "Easy" with "Authentic": Never let the message of simplicity overshadow the brand's commitment to authenticity. When you mention "easy," follow up by highlighting the "regional spices," "traditional flavors," or "restaurant-quality" results.
• •Tell the Story: Weave the brand's story and values into your copy. Mention the founder's passion, the brand's Evanston roots, or the inspiration behind a specific dish. This builds a human connection beyond the product itself.
• •Use Sensory and Evocative Language: Describe the food in a way that engages the senses. Use words like "aromatic," "vibrant," "creamy," "robust," and "hearty." This makes the product more tangible and desirable, especially for an online audience that cannot taste or smell it.
• •Leverage Social Proof: Consistently reference your awards and positive reviews in your copy. Phrases like "As seen in Eater Chicago," "Join thousands of happy home cooks," or quoting a customer review adds instant credibility and reduces purchase anxiety.

Social Perception

Overwhelmingly positive, positioning it as both a beloved local gem and a trusted national brand. Trusted by experts and customers, seen as a solution for modern cooks, authentic and purpose-driven.

Copy Examples

• •Stop dreaming about authentic Chana Masala and start making it. ✨ Our pre-portioned spice kits take the guesswork out of cooking, so you get all the flavor with none of the stress. Ready in 5 easy steps. Tap the link in our bio to bring home the taste of India tonight! #InspiredIndianCooking #IndianFood #EasyRecipes #ChanaMasala #WeeknightDinner
• •Evanston, your healthy lunch is here! 🌱 Skip the boring salad and grab one of our acclaimed Indian Vegetarian Sandwiches. Packed with authentic spices and fresh ingredients, it’s the flavorful midday boost you deserve. Takeout and delivery available from 11 am - 2 pm. Order now! #EvanstonEats #HealthyIndianFood #VegSandwich #ShopLocalEvanston
• •Your Culinary Adventure Awaits. Explore 6 authentic Indian dishes with our Vegetarian Variety Pack and save 16%. Restaurant-quality meals are now easier than ever. Stock your pantry and get inspired! #SpiceKit #HomeCooking #VegetarianRecipes
• •On-screen text: 'That takeout you love? Make it tonight.' | 'Step 1: Get the kit.' | 'Step 2: Add veggies.' | 'Step 3: Enjoy!' Caption: 'Making Aloo Gobi has never been this easy or delicious! 💯 #IndianCooking #AlooGobi #DinnerHack #SpiceTok #FoodTikTok'
• •Subject: 🔥 From Our Kitchen to Yours: A Recipe for Perfect Butter Masala Snippet: 'Hi [Name], ever wanted to master a creamy, authentic Butter Masala? We’re sharing our simplified recipe and the secret to getting it right every time. Plus, get 15% off the spice kit you'll need!'