Brand Tone

Approachable and Friendly, Trustworthy and Traditional, Helpful and Inspiring, Modernizing and Innovative, Proudly Canadian, Playful and Lighthearted

Brand Values

• •Quality
• •Simplicity
• •Family and Community
• •Sustainability
• •Heritage and Tradition
• •Innovation
• •Customer Focus
• •Integrity and Transparency

Best Practices

• •Anchor in Heritage, Speak to Today: Always acknowledge the brand's long Canadian history and commitment to quality, but frame messages in a way that resonates with contemporary lifestyles and needs (e.g., convenience, health, sustainability).
• •Embrace "Simple" as a Strength: Consistently use language that reflects ease, naturalness, and approachability. Avoid overly technical jargon. Highlight how Dainty simplifies cooking and enjoying good food.
• •Be Genuinely Helpful and Inspiring: Provide real value to the audience through practical recipes, tips, and ideas that empower them in the kitchen. The tone should be encouraging, not prescriptive.
• •Infuse Warmth and Canadian Pride: Let the "Proudly Canadian" identity shine through in a warm, friendly, and community-oriented voice. Connect with the values of family and togetherness.
• •Innovate with Familiarity: When introducing new products or initiatives, connect them back to Dainty's core values of quality and trust. Explain how innovations align with the mission to serve Canadian families better.

Social Perception

Trusted Canadian Brand, Provider of Quality Staple Foods, Traditional but Evolving, Community-Minded, Quietly Present, Reliable for Specific Needs

Copy Examples

• •Headline: Dainty: 140 Years of Canadian Kitchens. Simple Rice, Rich Traditions. Body: From our family to yours, Dainty has been Canada's choice for quality rice since 1882. We believe in simple, wholesome ingredients that bring people together. Discover the Dainty difference – it’s simply good. (Tone: Traditional, Trustworthy, Simple)
• •Headline: Dinner, Done Simply. New Dainty Ready-to-Heat Rice! Body: Busy week? We get it. That’s why we’ve created our new Ready-to-Heat rice pouches. Delicious, perfectly cooked Dainty rice in just 90 seconds. Spend less time cooking, more time enjoying. What’s your Dainty tonight? #SimplyDainty (Tone: Helpful, Modern, Convenient)
• •Headline: Good for Your Family, Good for Our Planet. Body: At Dainty, we’re committed to more than just great rice. We’re investing in sustainable practices and eco-friendly packaging because we believe in a healthier future for all Canadians. Proudly milled in Canada, with care. (Tone: Responsible, Trustworthy, Canadian)
• •Headline: Unleash Your Inner Chef! (Even on a Tuesday). Body: Whether you’re a “Perfectionist” pinner or an “Improviser” in the kitchen, Dainty rice is the perfect canvas for your culinary creations. Explore our recipes or wing it – everyone deserves a little Dainty. What personality are you? Find out on our website! (Tone: Inspiring, Playful, Engaging)
• •Headline: Gluten-Free Goodness? Yes, Please! Dainty’s New Baking Mixes Are Here! Body: Craving delicious cakes, pancakes, or brownies but need to keep it gluten-free? Dainty now offers a range of easy-to-use, rice-flour-based baking mixes. Made with the simple quality you trust, now for all your baking adventures! (Tone: Inclusive, Innovative, Friendly)