Brand Tone

Passionate, Authentic, Community-Focused, Warm, Personal, Knowledgeable, Inviting, Celebratory, Approachable, Educational.

Brand Values

• •Quality & Craftsmanship
• •Authenticity
• •Family & Community

Best Practices

• •Lead with Passion: Every piece of copy should reflect a genuine love for food. Use descriptive, sensory language (e.g., 'buttery,' 'crisp,' 'aromatic,' 'velvety') to make the products irresistible.
• •Tell the Story: Weave the brand's narrative into your content. Remind customers about Chef Jorge's background, the sourcing from family estates, and the brand's commitment to quality. This reinforces authenticity and builds a stronger connection.
• •Be a Friendly Expert: Write as if you are a knowledgeable friend offering a recommendation. The tone should be confident and informative but always approachable and never pretentious. Share tips, pairing suggestions, and the origins of products.
• •Celebrate Your Community: Acknowledge and engage with your local customers. Feature user-generated content (with permission), respond warmly to all comments and reviews, and position the deli as a proud part of the Cheam community.
• •Keep it Real and Visual: Let high-quality photos and videos of the food do most of the talking. The copy should complement the visuals, not overpower them. Keep sentences clear, concise, and focused on the customer's experience and enjoyment.

Social Perception

Highly Positive and Well-Regarded. Customers praise high quality, friendly staff, and lovely atmosphere, seeing it as a local 'gem' and valuable asset. Perceived as premium yet accessible, delivering consistently excellent experiences.

Copy Examples

• •Your weekend centrepiece has arrived. Hand-selected cheeses, perfectly cured meats, and all the little details that turn a good board into a great one. Gather your favourite people—we’ve got the food covered. #JorgeArtisanFoods #Charcuterie #CheeseLover #DeliLife #Cheam
• •Tired of the same old lunch? Escape to The Jorge Deli on your break. From hearty, freshly made sandwiches to the best Portuguese pastel de nata in town, we’re here to make your day more delicious. Come say hello! #TheJorgeDeli #LocalLunch #Sutton #ArtisanFood #SupportLocal
• •Crafted on a family estate in the sun-drenched hills of Spain, our Rosemary Infused Olive Oil is a taste of the Mediterranean in a bottle. Made with hand-picked rosemary and cold-pressed olives, it’s perfect for drizzling over salads, dipping with fresh bread, or finishing your favourite roasted vegetables. Elevate your kitchen with a touch of authentic flavour.
• •A Taste of Portugal, Fresh from Our Ovens ✨
• •Life is too short for average coffee. Our beans are specially selected and expertly brewed for a perfect cup, every single time. Your daily ritual, perfected.