Brand Tone

adventurous, innovative, friendly, playful, experimental, deeply rooted in Hawaiian origins with a sense of community and aloha spirit

Brand Values

• •Innovation and Creativity
• •Quality and Passion
• •Community and Friendship
• •Fun and Enjoyment

Best Practices

• •Embrace the "Lab" Concept: Consistently use language related to experimentation, science, and discovery. Words like "formula," "concoction," "experiment," and "flavor scientist" reinforce the brand's innovative identity.
• •Highlight Hawaiian Roots: Infuse the copy with the spirit of "aloha." Mention the brand's origin in Hawaii, use local slang where appropriate (e.g., "da kine" flavors), and emphasize the community aspect of the business.
• •Focus on the Unique Texture: The crispy, "meat chip" quality of the jerky is a major differentiator. Use descriptive words that appeal to the senses, such as "shatteringly crisp," "addictive crunch," and "melts in your mouth."
• •Maintain a Fun and Approachable Tone: The brand's story is one of friendship and passion. The copy should reflect this by being lighthearted, enthusiastic, and engaging. Avoid overly corporate or technical jargon.
• •Encourage Adventure and Exploration: Position the brand as a gateway to new taste experiences. Use calls to action that invite customers to be bold and try something new, such as "Dare to try our latest creation?" or "What flavor adventure will you choose?"

Social Perception

high-quality, unique, delicious jerky; novel crispy texture; creative flavors; local success story; strong connection to Hawaiian roots; innovative and approachable due to 'mad scientist' persona

Copy Examples

• •Warning: May cause spontaneous flavor explosions. Our new [Flavor Name] jerky is here, and it’s about to change everything you thought you knew about snacks. We dreamed it, we dried it, now it's your turn to devour it.
• •Tired of the same old boring snacks? So were we. That’s why we created Jerky Labs in our corner of paradise. Get your hands on our crispy, flavor-packed jerky and taste the Aloha. #JerkyLabs #MeatChips #Hawaii
• •It all started with a few friends, a dehydrator, and a crazy idea. From our lab in Kailua, Hawaii, to your taste buds, we're on a mission to create the most mind-bending jerky flavors on the planet. This isn't just jerky; it's an adventure in every bite.
• •Never run out of your favorite jerky again. Join the Lab and get exclusive access to our latest flavor experiments delivered right to your door. Your snack game will never be the same.
• •[Flavor Name]: A symphony of [ingredient 1], a kick of [ingredient 2], and the signature crispy crunch you've come to love. Each slice is a testament to our philosophy: if you can dream it, you can jerky it.