Brand Tone

nostalgic, warm, and premium

Brand Values

• •Family and Tradition
• •Quality and Handcrafted Excellence
• •Enhancement of Everyday Moments
• •Authenticity

Best Practices

• •Lead with the Story: Always connect the product back to the story of Joan and her love for family and entertaining. This narrative is the foundation of the brand's identity.
• •Use Nostalgic and Warm Language: Employ words that evoke a sense of tradition, family, and warmth. Phrases like "generations," "family recipe," "handcrafted," and "cherished moments" will reinforce the brand's tone.
• •Highlight Quality and Premium Nature: Emphasize the high-quality ingredients and the unique, "one-of-a-kind" flavor profile of the products to justify their premium positioning.
• •Focus on the Experience: The copy should not just sell a product, but the experience of enhancing a meal and creating memories. Frame the products as a way to elevate everyday moments.
• •Maintain a Consistent Visual Identity: Ensure that all visual content, from product photography to social media posts, reflects the warm, premium, and slightly nostalgic feel of the brand.

Social Perception

Customers frequently praise the unique flavor of the mustard and salt, often describing it as the "best they've ever had." The products are often purchased as gifts, indicating a perception of high quality and desirability. The brand is seen as a gourmet or specialty food item that adds a "flavor kick" to a wide variety of dishes.

Copy Examples

• •From our family's table to yours. Discover the secret ingredient that has been bringing our family together for generations. JoAn's Mustard - make any meal a memory.
• •Handcrafted from a treasured family recipe, JoAn's Mustard is more than a condiment; it's a tradition. Each jar is a testament to quality, designed to add a one-of-a-kind flavor kick that turns everyday meals into cherished moments.
• •Rediscover the joy of home cooking. JoAn's specialty mustard and salt are crafted to elevate your favorite dishes. Bring home the taste of tradition today.
• •The secret's out. Experience the handcrafted mustard that everyone is talking about. JoAn's—the perfect addition to your kitchen.
• •Share the love. For a limited time, buy a case of JoAn's Mustard and have it on hand for your next gathering or to give as the perfect hostess gift.