Brand Tone

Trendy and Youthful, Friendly and Welcoming, Passionate and Authentic, Conscious and Empowered, Playful and Engaging

Brand Values

• •Quality and Natural Ingredients
• •Health-Consciousness
• •Sustainability and Local Sourcing
• •Inclusivity and Safety
• •Authenticity and Passion
• •Community and Connection
• •Transparency and Social Responsibility

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone (e.g., youthful, conscious, friendly), language style (e.g., use of emojis, slang, direct address), and "no-go" words or phrases. Share this with everyone creating content.
• •Embody Your Values: Ensure your copy consistently reflects Melt's core values like health, sustainability, inclusivity, and authenticity. For example, highlight natural ingredients, eco-friendly practices, or the welcoming atmosphere in your messaging.
• •Be Visually Consistent: Match the visual style (photos, graphics) with the brand tone. Melt's current visuals are clean, appetizing, and modern; the copy should complement this aesthetic.
• •Engage Authentically: Respond to comments and messages in the brand's defined voice. Be genuine, approachable, and show that you're listening to your community, reinforcing the "Sharing stories" and "great conversation starters" aspects.
• •Train Your Team: Ensure all staff, especially those managing social media or customer interactions, understand and can consistently apply the brand's tone of voice. Regular refreshers or examples of good/bad copy can be helpful.

Social Perception

Positive for Food Quality, Appreciated for Ambiance and Service, Valued for Dietary Options, Seen as Trendy and "Instagrammable", Recognized for its Stance, Popular with Locals and Tourists

Copy Examples

• •Instagram Post (New Gelato Flavor): Say hello to your new obsession! 👋 Our [Flavor Name] gelato is here to melt your heart (and cool you down!). Made with the freshest [Key Ingredient] and a whole lotta love. Gluten-free, naturally delicious, and 100% Zagreb-made. Come find your happy scoop! #MeltZagreb #ArtisanGelato #GlutenFreeGoodness #ZagrebEats #NewFlavor
• •Website Brunch Highlight: Brunch so good, it should be illegal (but don't worry, it's all gluten-free and totally guilt-free!). 😉 From our famous Avo Toast to dreamy smoothie bowls, we're serving up happiness one plate at a time. Real food, real flavor, real good vibes. What stories will you share over brunch today? #MeltBrunch #HealthyAndDelicious #GlutenFreeZagreb #GoodMoodFood #SharingStories
• •Facebook Ad (Promoting Sustainability): Taste the goodness, love the planet. 🌍 At Melt, we're passionate about delicious, wholesome food that's kind to you AND Mother Earth. That's why we use locally-sourced ingredients whenever possible and eco-friendly packaging. Feel good food, inside and out. #MeltConscious #SustainableEating #ZagrebFood #EatLocal #MeltingGlaciersNotHearts [Inspired by website tagline "Melting gelatos, not glaciers!"]
• •In-store Signage/Table Talker: More than just a meal, it's a moment. ✨ A place to connect, to laugh, to savor. We believe in food that nourishes your body and soul, made with passion and integrity. Welcome to Melt – your happy place for artisan gelato and feel-good brunch. #MeltExperience #ZagrebCafe #CommunityLove #EatWellLiveWell
• •Promotional Email (New Location/Seasonal Menu): Hey Foodie Fam! 👋 Get ready to fall in love all over again. We're [celebrating our new spot in Dalmatinska / launching our new seasonal menu]! Expect the same Melt magic – fresh, gluten-free, and oh-so-delicious – with some exciting new surprises. Come create new memories and share your stories with us. We can't wait to see you! #MeltUpdate #ZagrebNew #BrunchGoals #GelatoTime #AlwaysFresh