Brand Tone

Playful & Witty, Authentic & Genuine, Confident & Bold, Approachable & Friendly, Enthusiastic & Passionate, Slightly Irreverent & Cool

Brand Values

• •Cruelty-Free & Veganism
• •Quality & Craftsmanship
• •Community Focus
• •Authenticity & Transparency
• •Inclusivity & Progressive Ideals
• •Fun & Innovation
• •Made in the USA

Best Practices

• •Embrace the "Fake": Don't shy away from the word "fake." Use it confidently and playfully. It’s a unique differentiator that they own.
• •Be Authentically Louisville: Weave in references to Kentucky, their local roots, and the "kickass crew" to reinforce authenticity and community.
• •Inject Humor & Wit: Keep the language light, engaging, and slightly irreverent. Use puns, playful statements, and don't be afraid to be a little bold.
• •Talk Like a Human, Not a Corporation: Use conversational language. Address the audience directly (e.g., "you," "your"). Share behind-the-scenes glimpses and employee stories to foster connection.
• •Focus on Flavor & Experience: While highlighting vegan and ethical aspects, always bring it back to the delicious taste and enjoyable snacking experience. Let the quality and bold flavors speak for themselves.

Social Perception

Highly Positive Among Vegans/Vegetarians, Intriguing to Non-Vegans, Seen as Ethical & Trustworthy, Recognized for Unique Branding, Associated with Quality, Albeit Sometimes Pricey, Local Pride

Copy Examples

• •Headline: So Good, It's FAKE. Body: Yep, you heard right. Our jerky is 100% vegan, 100% Louisville-made, and 1000% delicious. We started with a happy accident and a whole lotta love for flavor. Taste the real deal (that’s actually fake). #KeepItFake
• •Social Media Post: Fuel your day the Louisville way! Our [Flavor Name] jerky is packed with plant-powered protein and bold Kentucky spirit. Hand-crafted by our kickass crew, for your snacking pleasure. What adventure are you taking us on today? 🤘🌱
• •Product Description Snippet: Forget what you think you know about jerky. Our [Flavor Name] is a flavor-bomb of [key flavor notes], made in small batches with ingredients you can actually pronounce. It’s vegan, it’s gluten-free, and it’s about to be your new obsession.
• •Ad Copy (Short): Louisville Vegan Jerky: Real taste. Fake meat. Zero apologies. Grab a bag and join the flavor revolution.
• •Email Subject Line: Warning: May cause extreme deliciousness (and it's vegan!). Email Body Snippet: Hey Flavor Fanatic, Ready to have your tastebuds bamboozled? Our jerky is so satisfyingly chewy and packed with savory goodness, you'll forget all about that other stuff. Made with love (and plants!) right here in Louisville.