Tono de Marca

Artisanal & Refined: The tone is sophisticated, appreciative, and minimalist, communicating with reverence for craft and ingredients. The language is elegant and evocative, avoiding casual or aggressive sales tactics, opting for a confident, quality-driven voice that educates on product exceptionalism.

Valores de Marca

• •Craftsmanship
• •Purity & Quality
• •Modern Tradition
• •Generosity & Connection

Mejores Prácticas

• •Lead with the "1%" Narrative: Always reinforce the core differentiator. Whether in a headline or a product description, the contrast between MENTIE's handmade approach and the 99% of mass-produced alternatives is your most powerful message.
• •Use Sensory and Evocative Language: Instead of saying "tastes good," use descriptive words that reflect the premium experience. Phrases like "a delicate balance of spice and sweetness," "a plump, satisfying texture," and "the subtle aroma of dashi" elevate the product.
• •Maintain a Refined & Minimalist Voice: Avoid exclamation points, aggressive calls-to-action, or overly casual language. The tone should be confident, calm, and elegant, mirroring the product's packaging and quality. Let the product speak for itself.
• •Emphasize the "Gift" and "Reward" Angles: Consistently frame the product as a perfect choice for special occasions, as a sophisticated gift, or as a personal treat. This positions it as a desirable luxury item rather than a simple grocery staple.
• •Tell the Story of Origin: Weave the story of the founders and the small, family-run workshop into your copy where appropriate. This adds a layer of authenticity and human connection that resonates with consumers who value provenance and genuine passion.

Percepción Social

MENTIE is perceived not as an everyday condiment but as a luxury food item and an affordable indulgence or highly impressive gift. Customers see it as buying a story, a commitment to quality, and a beautifully packaged experience. The "1% miracle" narrative is well-adopted, and the brand is perceived as authentic and trustworthy, rooted in a genuine desire to share a beloved local taste.

Ejemplos de Copy

• •Experience the 1%. In a world of mass production, our mentaiko is a testament to tradition, crafted entirely by hand for a taste of true culinary art.
• •The beauty of simplicity. Each piece of our mentaiko is selected for its perfect size and texture, then cured in a blend of local sake and dashi. This is not just an ingredient; it is the centerpiece. #Mentie #ArtisanalMentaiko #Handmade
• •Give the gift of connection. Our Signature Mentaiko Duo is presented in a bespoke package, ready to delight someone special. It's more than a flavor; it's a shared moment of exceptional quality.
• •Tired of overly salty mentaiko? We focus on the delicate umami and natural sweetness of the roe. Discover a refined flavor profile that will change how you think about Japan's iconic delicacy. The MENTIE difference is in every grain.
• •A New Creation from the MENTIE Workshop Is Here.