Brand Tone

Authentic & Traditional, Personal & Passionate, Friendly & Approachable, Proud & Confident, Informative & Wholesome

Brand Values

• •Authenticity: Staying true to traditional Korean methods and family recipes.
• •Family & Heritage: Honoring family legacy and Korean culture. Joyce explicitly states the business is about her mom and keeping her parents' legacy alive.
• •Quality: Using fresh, all-natural ingredients to create a premium product.
• •Health & Wellness: Providing a product that is not only flavorful but also offers health benefits (vegan, gluten-free, probiotic-rich).
• •Community & Connection: Sharing Korean culinary traditions with a wider audience and giving back. The brand started by sharing with friends and grew from there.
• •Resilience & Passion: Embodied by the founder's story of overcoming challenges and pursuing her dream.

Best Practices

• •Embrace Storytelling: Continuously weave Joyce's personal narrative, the family history, and the connection to Korean heritage into the copy. This personal touch is a key differentiator.
• •Use Authentic & Warm Language: Employ words that convey tradition, family, care, and passion. Avoid overly corporate or generic marketing speak. Keep the tone friendly and inviting.
• •Highlight Core Values Consistently: Ensure that messages reinforce authenticity, quality, family, health, and tradition across all platforms and materials.
• •Educate with Enthusiasm: When explaining the benefits of kimchee or the kimchee-making process, do so in an engaging and informative way that shares the brand's passion for Korean food culture.
• •Maintain a Personal Connection: Even as the brand grows, strive to maintain the founder's voice and personal touch in communications where appropriate (e.g., social media, email newsletters). This fosters a sense of community and trust.

Social Perception

High-Quality & Delicious, Authentic Korean, Trustworthy & Personal, Healthy Choice, Growing & Reputable

Copy Examples

• •Headline: Taste Our Family's Tradition: Authentic Korean Kimchee, Made with Love. Body: For generations, our family recipe has brought the true taste of Korea to the table. Now, Joyce Park Williams, the Kimchee Girl, shares her mother's legacy with you. Every jar is handcrafted, vegan, and bursting with probiotic goodness. Bring home the authentic flavor that started in our hearts and kitchen.
• •Social Media Post: Ever wonder what real Korean kimchee tastes like? ✨ At Kimchee Girl, we use the same recipes our parents brought from South Korea – fresh napa cabbage, a secret blend of spices, and a whole lot of love. It’s not just food, it's our heritage in a jar! Try our medium spicy, vegan kimchee today and experience a true Korean culinary journey. #KimcheeGirl #AuthenticKorean #FamilyRecipe #VeganKimchee #ProbioticRich
• •Product Description Snippet (for Napa Cabbage Kimchee): Handmade with passion, just like Mom used to make. Our Napa Cabbage Kimchee uses the freshest ingredients and our time-honored family recipe for a medium spicy kick that’s authentically Korean and naturally vegan. Taste the tradition in every crunchy, flavorful bite!
• •About Us Excerpt: Kimchee Girl isn't just a business, it's a tribute. Founded by Joyce Park Williams, a first-generation Korean-American, we’re dedicated to preserving the rich culinary traditions of her family. Disappointed by store-bought options, Joyce began crafting her parents’ beloved kimchee, turning a labor of love into a way to share authentic Korean flavors with you.
• •Email Subject Line: From Our Korean Kitchen to Yours: The Kimchee Girl Story ❤️ Email Body Snippet: Hello [Customer Name], I'm Joyce, the Kimchee Girl! Growing up, kimchee was a staple in our home, a symbol of our Korean heritage. I started Kimchee Girl to share that same authentic, homemade taste I remember from my childhood, using the recipes my parents lovingly taught me. Thank you for letting us bring a piece of our family tradition to your table.