Brand Tone

Nostalgic, Traditional, Friendly, Approachable, Authentic, Proudly Hawaiian, Quality-Focused, and Community-Oriented

Brand Values

• •Tradition & Heritage
• •Quality & Freshness
• •Authenticity (Hawaiian Identity)
• •Customer Connection & Aloha Spirit
• •Nostalgia

Best Practices

• •Embrace "Aloha" Consistently: Use warm, welcoming, and respectful language in all communications (website, social media, customer service emails). Incorporate Hawaiian words like "Mahalo" (Thank you) and "Ohana" (Family) where appropriate and natural.
• •Highlight Heritage and Nostalgia: Regularly share stories about the company's history, the tradition of crack seed, and how the snacks connect to cherished memories for customers. Use phrases that evoke a sense of longing for or connection to Hawaii.
• •Showcase "Made in Hawaii" Authenticity: Emphasize the local manufacturing process, the use of long-standing recipes, and the unique quality that comes from being a genuine Hawaiian brand. Visuals should reflect the vibrant culture and environment of Hawaii.
• •Maintain a Friendly and Personal Voice: Even in more formal announcements, keep the tone approachable and human. On social media, engage with comments and messages in a conversational and appreciative manner. Share behind-the-scenes glimpses if possible to reinforce the family-run aspect.
• •Focus on Quality and Freshness in Product Descriptions: When describing products, use language that conveys the care taken in their creation, the freshness of the ingredients (or the process that ensures it), and the delicious, consistent taste that customers expect from decades of tradition.

Social Perception

Beloved Local Staple, Source of Nostalgia, Authentic Taste of Hawaii, Reliable & High Quality, Friendly & Community-Focused

Copy Examples

• •Headline: Taste the Tradition. Savor the Aloha. Body: For over 60 years, Jade Food Products has been handcrafting Hawaii's favorite crack seed. Our original recipes bring you the authentic, nostalgic flavors of the islands in every bite. Get your taste of home, wherever you are. #JadeCrackSeed #Since1961 #HawaiiInYourHeart
• •Headline: Freshness You Can Taste. Memories You Can Cherish. Body: We still make our crack seed in small batches, right here in Hawaii, just like we always have. That means every bag of Jade Food Products is packed with the freshest flavor, ready to take you back to the good old days. What’s your favorite Jade snack memory? Share below! #MadeInHawaii #FreshSnacks #NostalgicTreats
• •Headline: More Than a Snack, It's a Feeling. Body: Li Hing Mui, sour belts, sweet & sour plums… Jade Food Products are more than just delicious. They’re the taste of sunshine, laughter, and the islands. Bring a little bit of Hawaii home with you. Shop our 50+ varieties online! #HawaiianSnacks #AlohaSpirit #JadeFood
• •Headline: From Our Ohana, To Yours. Body: Jade Food Products is a family tradition, serving up Hawaii's most beloved snacks since 1961. We put our heart into every batch, ensuring the quality and taste that generations have come to love. Mahalo for being part of our story! #FamilyOwned #CrackSeedLove #HawaiiTradition
• •Headline: Your Mainland Stash Just Got an Upgrade! Body: Missing the authentic taste of Hawaiian crack seed? We ship the island flavors you crave right to your door! From our classic Li Hing Mui to zesty lemon peels, get your Jade Food Products fix today. Freshly made, authentically Hawaiian. #HawaiiSnacksOnline #TasteOfAloha #JadeCrackSeedDelivers