Brand Tone

Warm, traditional, familial, welcoming, personal, knowledgeable, and passionate, inviting customers to experience authentic Italian culture through food.

Brand Values

• •Authenticity & Tradition
• •Family
• •Quality
• •Community

Best Practices

• •Always Lead with Heritage: Begin copy with a connection to Italy, family, or tradition. Use words like "authentic," "traditional," "Nonna's," and "Sicilian roots" to anchor the brand's identity.
• •Speak with Passionate, Sensory Language: Describe food vividly. Instead of "good cheese," use "sharp, nutty Pecorino Romano" or "creamy, delicate burrata." Evoke the senses of smell, taste, and texture.
• •Maintain a Personal and Welcoming Voice: Write as if you are speaking directly to a friend or neighbor. Use "you/your" and "we/our" to create a personal connection. End with warm closings like "Buon appetito!" or "We can't wait to see you!"
• •Educate, Don't Just Sell: Briefly explain what makes a product special. A short sentence about why a certain olive oil is from a specific region or what "DOCG" means for wine adds value and reinforces the brand's expertise and commitment to quality.
• •Showcase the People: Feature the owners and staff in social media photos and stories. Tying the products back to the family who runs the business is the most powerful way to reinforce the core values of the brand.

Social Perception

Overwhelmingly positive, especially locally, with high praise for product excellence, authentic experience, and friendly service.

Copy Examples

• •It's more than just pasta; it's a tradition. Our bronze-die cut spaghetti is crafted in Italy to create a perfectly rough texture that holds sauce like never before. Stop by and taste the difference tradition makes.
• •From our family's kitchen to your dinner table, we're sharing our love for authentic Italian flavors. This week, we're featuring our family's favorite lasagna recipe in-store. Come say ciao and pick up everything you need to create your own!
• •Discover True Gourmet. We travel to Italy to hand-select the finest cheeses, cured meats, and extra virgin olive oils, so you don't have to. Experience the peak of Italian quality.
• •Your trip to Italy is closer than you think. Step into J&S Italian Imports and be transported by the aroma of fresh bread, aged prosciutto, and rich espresso. Your authentic neighborhood market is right here in West Palm Beach.
• •Ever wonder why our Panettone is so light and flavorful? It’s the decades-old mother yeast and the slow, 72-hour rising process. Treat yourself to a slice of true Italian Christmas tradition—available for a limited time!