Brand Tone

friendly, personal, and authentic

Brand Values

• •Family and Personal Connection
• •Quality and Craftsmanship
• •Health-Consciousness and Inclusivity
• •Authenticity and Simplicity

Best Practices

• •Always Tell the Story: Consistently reference the origin story of the founder and his son, Mikey. This personal narrative is the brand's strongest asset and should be woven into social media posts, email newsletters, and product descriptions.
• •Use "We" and "Our": Employing collective pronouns reinforces the idea of a family-run business and creates a more personal connection with the customer, as opposed to a faceless corporation.
• •Keep it Simple and Direct: Avoid overly technical or corporate language. The copy should be as straightforward and honest as the product itself.
• •Highlight the 'Why': Emphasize the reason behind the brand's existence – to provide delicious, gluten-free options. This not only appeals to the target audience but also reinforces the brand's authenticity.
• •Showcase Customer Love: Regularly feature customer testimonials and user-generated content (with permission). This aligns with the community feel of the brand and lets satisfied customers speak for the product's quality and taste.

Social Perception

Very positive. Perceived as a trustworthy, family-run business that delivers a high-quality, tasty, and safe gluten-free option. Customers praise flavor and quality. The small-batch and local availability contribute to a community-focused, artisanal brand perception.

Copy Examples

• •A Snack the Whole Family Can Agree On. Even Mikey. It all started in our kitchen. A dad with a new gluten-free diet and a son who loved to snack. The result? Mikey's Mix. A crunchy, flavorful, and worry-free snack made in small batches, because we believe everyone deserves a delicious treat.
• •Finally, a Gluten-Free Snack with a Kick. When our founder went gluten-free, he missed the bold flavors. So, he made his own. Mikey's Mix HOT is here to prove that gluten-free doesn't mean taste-free. Made with freshly ground spices for a heat that's just right.
• •From Our Family's Kitchen to Your Pantry. Mikey's Mix isn't a product developed in a boardroom. It was created by a father and son who wanted a better snack. We're proud to share our family's favorite with yours.
• •The Perfect Mix for Any Occasion. Whether it's game day, a road trip, or a mid-afternoon craving, Mikey's Mix is the go-to snack. Choose from Mild or Hot and get ready to enjoy.
• •Small Batches, Big Flavor. We believe the best things are made with care. That's why we make Mikey's Mix in small batches using only the best gluten-free ingredients and spices. It's a difference you can taste.