Brand Tone

Authentic, Warm, and Celebratory

Brand Values

• •Cultural Heritage
• •Quality & Craftsmanship
• •Community
• •Discovery

Best Practices

• •Create a "Voice Chart": Develop an internal document that clearly defines the brand voice. For example: "We are __, but we are never __." (e.g., "We are warm and familiar, but never overly casual or unprofessional." "We are celebratory and festive, but never cliché or stereotypical.")
• •Focus on Storytelling: Instead of just listing product features, tell the story behind the product. Who made it? Where is it from? What makes it special? This naturally reinforces the values of authenticity and heritage.
• •Use "We" and "You": Write copy that fosters a sense of community. Use "we" to speak on behalf of the brand and "you" to speak directly to the customer, creating a conversational and inclusive feel. This makes the brand feel more personal and less like a faceless corporation.
• •Incorporate Spanish Thoughtfully: Use Spanish words or phrases where it feels natural and authentic (e.g., "sabor," "familia," "hecho con amor"). This can enhance the brand's cultural connection, but avoid overusing it to the point where it becomes inaccessible to a broader audience. Provide context or simple translations where needed.
• •Engage with the Community in the Same Tone: Ensure that all customer-facing communication—from social media comments and DMs to customer service emails—uses the same warm, authentic, and celebratory tone. Consistency across all touchpoints is key to building a strong and trustworthy brand identity.

Social Perception

Trustworthiness, authenticity, and excellent customer service, aiming for customer descriptions like 'genuine,' 'delicious,' 'high-quality,' and 'fast shipping.'

Copy Examples

• •Headline: The Soul of Veracruz, Bottled for Your Kitchen. Body: This isn't just salsa; it's a story. Crafted from a generations-old family recipe in Veracruz, our Salsa Macha is a crunchy, nutty, and smoky blend of chile de árbol, peanuts, and garlic. Drizzle it on everything from tacos to eggs and taste the tradition. Welcome to the family.
• •Image/Video: A vibrant, close-up shot of mole being poured over chicken. Caption: That feeling when the whole house smells like home. ✨ Our new Mole Poblano has arrived. We partnered with a small cooperative in Puebla to bring you the most authentic, rich, and complex mole, ready to transform your next meal into a fiesta. Ready to celebrate? Link in bio to shop. #Marketmex #HechoEnMexico #MolePoblano #MexicanFood
• •Headline: More Than a Market. A Bridge to Mexico. Body: Marketmex was born from a simple "añoranza"—a longing for the authentic tastes and handcrafted treasures of home. We travel across Mexico, from the bustling markets of Oaxaca to the quiet coastal towns of Jalisco, to find the products that tell the true story of our culture. Every item we carry is a piece of that story, delivered to your door.
• •Subject: 🌮✨ Your Weekend Fiesta, Delivered.
• •Headline: Stop Missing Mexico. Start Tasting It. Sub-headline: Authentic ingredients and pantry staples, directly to your door. Call to Action: Shop Now