Brand Tone

Supportive & Empowering, Friendly & Approachable, Passionate & Authentic, Informative & Trustworthy

Brand Values

• •Health & Wellness
• •Convenience
• •Authenticity
• •Ethical & Social Responsibility
• •Inclusivity

Best Practices

• •Lead with the Benefit: Always frame the message around how the product solves a problem for the customer—whether it's saving time, making healthy eating easier, or helping them cook a delicious meal. Focus on "you" and "your" more than "we" and "our."
• •Keep it Simple and Clear: Use straightforward, accessible language. Avoid jargon. The copy should be as clean and easy to understand as the product's ingredient list.
• •Use Sensory and Evocative Language: Describe the "fiery" curry, "zesty" lime, and "vibrant" flavors to make the food feel more tangible and appealing through text.
• •Incorporate the Values Seamlessly: Don't just state that a product is "organic" or "vegan." Weave these attributes into the narrative. For example, "Fuel your body with the clean, plant-based goodness of..."
• •Maintain a Supportive Voice: Always sound like a helpful friend offering a great cooking tip. Use encouraging words like "It's that simple," "You've got this," or "Ready to try?" to empower your audience in the kitchen.

Social Perception

Mekhala Living is perceived by the public and its customers as a trustworthy, high-quality brand that successfully bridges the gap between health, convenience, and authentic flavor. Customers view the products as reliable shortcuts to delicious Asian meals. The brand's commitment to social and environmental ethics is a significant value-add for its target audience, building a loyal following that appreciates both the product quality and the company's positive impact. It is seen as a modern, mindful, and purpose-driven brand.

Copy Examples

• •Your weeknight dinner just got a major upgrade. Our Organic Red Curry Paste is packed with fiery, authentic Thai flavor, so you can skip the takeout menu. Just add your favorite protein, veggies, and coconut milk for a delicious meal that's ready in minutes. Healthy, easy, and so, so good. #MadeWithMekhala #EasyAsian #WeeknightDinner
• •Tired of reading labels filled with ingredients you can't pronounce? At Mekhala, we believe real food means real flavor. Our sauces and pastes are always organic, gluten-free, plant-based, and made with nothing artificial. It's the healthy, delicious shortcut to the Asian dishes you love. Taste the difference.
• •We've been busy in the Mekhala kitchen crafting something special for you! Introducing our new Ginger Scallion Stir-Fry Sauce. It's savory, zesty, and makes incredible fried rice, noodles, or veggie stir-fries in a flash. As always, it’s 100% organic, vegan, and gluten-free. Ready to make your meals easier and tastier?
• •Every jar of Mekhala you purchase helps us support and empower female-led farming communities in Southeast Asia. We’re passionate about creating delicious, healthy food that makes a positive impact. Thank you for being a part of our journey.
• •Bring the iconic hot and sour flavors of Thailand to your kitchen, the easy way! Our versatile Tom Yum paste is a vibrant blend of lemongrass, galangal, and kaffir lime. Perfect for soups, marinades, or even a zesty salad dressing. Crafted with only the best organic ingredients, it’s a healthy, gluten-free, and vegan-friendly way to spice up any meal.