Brand Tone

Authentic & Passionate, Friendly & Approachable, Local & Community-Focused, Playful & Humorous, Quality-Conscious & Artisanal

Brand Values

• •Joy & Passion
• •Quality & Craftsmanship
• •Community & Local Support
• •Authenticity & Transparency
• •Family
• •Sustainability & Responsibility (Pono)

Best Practices

• •Embrace 'Aloha' Authentically: Consistently use warm, friendly, and respectful language. Incorporate Hawaiian pidgin or local slang sparingly and appropriately (like 'Kine Spicy,' 'Ohana') if it feels natural to the founders' voice, reinforcing the Maui roots.
• •Tell Your Story Repeatedly (In Fresh Ways): The 'pandemic project' and husband-and-wife team aspect is a strong part of the brand. Find new angles and moments to weave this narrative in, keeping it relatable and genuine.
• •Focus on Sensory Details & Joy: Use descriptive words that evoke the taste, crunch, and aroma of the chili oil. Connect the product to the feeling of joy it brings to meals, aligning with the mission to 'infuse joy.'
• •Show, Don't Just Tell, the 'Maui Made' Aspect: Continue to share behind-the-scenes content, highlight local ingredients (especially Maui onions), and feature the Maui landscape or community when relevant. This visually reinforces the brand's origin and values.
• •Engage Like a Neighbor: Respond to comments and messages with the same warmth and personality shown in your content. Foster a sense of community ('ohana) around the brand, making customers feel like they're part of the Maui Chili Chili Oil family.

Social Perception

High-Quality & Delicious, Authentically Maui/Hawaiian, Versatile Condiment, Personable & Relatable, Growing & Respected, Good Customer Service

Copy Examples

• •From our Maui kitchen to yours: Taste the crunch, feel the aloha. Maui Chili Chili Oil – so good, we named it twice! 🔥 #MauiChiliChiliOil #InfuseJoy
• •Ready to turn up the heat? Our Spicy Kine Spicy is crafted with fresh Maui onions, crunchy garlic, and a fiery kick that builds. Perfect for those who love bold flavor without sacrificing delish-ness. Handcrafted in small batches, because real taste matters. 🌶️ #SpicyKineSpicy #MauiMade #ChiliOilLovers
• •Weekend forecast: 100% chance of delicious. 😉 What are you dousing in Maui Chili Chili Oil today? Share your creations with #MyMauiChili and let's spread the joy! ✨ #SupportLocalMaui #FoodieAdventures #CrunchyGoodness
• •Just a husband-and-wife team from Wailuku, Maui, who accidentally started a chili oil revolution during the pandemic! Deron crafts the flavor, Kit spreads the word. Our mission? To infuse a little joy (and a lot of crunch!) into every single meal. Mahalo for being part of our journey! 🙏❤️ #MauiOhana #PandemicProject #SmallBizLove
• •Get ready to scoop up some serious flavor! Our 'Three Bubus and a Gold Spoon' set is here: Three jars of our fan-favorite Bubu Arare Chili Oil PLUS a fancy engraved gold spoon to get every last crunchy bit. Limited time, maximum delish! Link in bio to treat yo'self! ✨🥄 #BubuArare #ChiliOilPerfection #LimitedEdition #MauiTreats