Brand Tone

Warm, Authentic, and Welcoming. The brand's voice is not that of a large corporation, but of a friend sharing a beloved family recipe. The language used is simple, heartfelt, and personal. It avoids corporate jargon and instead focuses on the emotional connection to food, family, and heritage. The tone is consistently friendly and approachable across their website and social media.

Brand Values

• •Authenticity
• •Family & Heritage
• •Quality & Simplicity
• •Community

Best Practices

• •Lead with the Story: Always connect the product back to the brand's origin story. Phrases like "From Mariana's kitchen," "An authentic recipe," or "A taste of Brazil" reinforce brand values and build an emotional connection.
• •Emphasize "Authentic & Easy": Consistently pair the value of authenticity with the benefit of convenience. The product isn't just a traditional recipe; it's a traditional recipe that fits into a modern lifestyle.
• •Use a Warm and Personal Voice: Write as if you are talking to a friend. Use "we" and "you," ask questions in captions to encourage engagement, and use emojis appropriately to add warmth and personality.
• •Highlight Key Attributes Simply: Always mention "gluten-free," "ready in minutes," and "family recipe" where relevant, but integrate these points naturally into the copy rather than just listing them as features.
• •Create a Keyword Glossary: Maintain a list of on-brand words and phrases to use across all communications. This should include: Authentic, Family, Heritage, Love, Warm, Cheesy, Golden, Simple, Real, Delicious, Gluten-Free, Pão de Queijo, A Taste of Home. This ensures consistency no matter who is writing the copy.

Social Perception

MarianaFoods is perceived as a niche, gourmet brand that provides a high-quality, authentic product. Customers view it as a trustworthy source for real Brazilian cheese rolls, a step above mass-produced alternatives. It is seen as a small, passionate business, which adds to its appeal for consumers looking to support local enterprises and enjoy specialty foods. The "gluten-free" aspect also positions it well within the health-conscious community.

Copy Examples

• •Golden, cheesy, and gone in sixty seconds. 😉 Our Pão de Queijo is made with an authentic family recipe from Brazil, so you can enjoy a real taste of home, any time. Just 15 minutes in the oven is all it takes! #MarianaFoods #PaoDeQueijo #GlutenFreeSnack #BrazilianFood
• •Tired of boring gluten-free options? Meet your new favorite snack! MarianaFoods' Brazilian Cheese Rolls are deliciously cheesy, naturally gluten-free, and impossibly easy to make. Bring authentic flavor to your table. Click to order yours today!
• •From our family's kitchen to yours. Experience the warm, cheesy delight of authentic Brazilian Pão de Queijo. Simple ingredients, unforgettable taste.
• •A warm batch of happiness is waiting for you... Hi [Name], remember the smell of fresh baking? We’ve bottled that feeling. Our gluten-free cheese rolls are based on Mariana's own family recipe from Brazil, made with love and ready for you to enjoy in minutes.
• •That cheese pull, though! 😍 This is what happens when you use a real family recipe and lots of love. Warning: may cause extreme happiness. #CheesePull #FoodIsLove #MarianaFoods #Authentic