Brand Tone

approachable, passionate, and health-conscious

Brand Values

• •Quality and Heritage: Deeply rooted in over 100 years of family milling expertise, ensuring high-quality products.
• •Health and Inclusivity: Commitment to creating safe, gluten-free, and 100% plant-based products suitable for everyone, regardless of food intolerances or dietary choices. They emphasize "simple basic materials" that even a child can understand.
• •Taste and Enjoyment: Striving to create products that do not compromise on taste, texture, or appearance compared to traditional alternatives, making healthy eating a delicious experience.
• •Innovation: Combining traditional knowledge with modern food industry possibilities to create trend-setting and unique products.
• •Family and Community: Fostering a sense of family within the company and aiming to make customers' lives easier and happier. They use phrases like "Family, Friends and Mill&Folks."
• •Transparency: Aiming for a transparent organization.

Best Practices

• •Emphasize "Deliciously Inclusive": Always highlight that gluten-free and plant-based does not mean compromising on taste or enjoyment. Use vibrant, sensory language to describe food.
• •Share the Heritage Story: Weave in the family tradition and expertise in milling where appropriate to build trust and showcase passion.
• •Focus on Solutions and Empowerment: Frame products and recipes as ways to make a healthy lifestyle easier, more enjoyable, and accessible to everyone.
• •Maintain a Positive and Encouraging Voice: Use uplifting and supportive language. Avoid overly technical jargon and keep the tone conversational and friendly.
• •Be Visually Consistent: Ensure that the copy is complemented by visuals (on social media, website, packaging) that reflect the brand's warmth, natural focus, and the appetizing nature of the food.

Social Perception

Customers generally perceive Mill & Folks as a provider of quality gluten-free and vegan food options. They are recognized for catering to specific dietary needs without sacrificing taste. The brand is seen as innovative in its product development, particularly in creating alternatives that closely mimic traditional foods. There is an appreciation for their focus on natural ingredients and clear labeling. The long family tradition in milling adds to their credibility. The brand appears to be building a community around healthy eating and a gluten-free lifestyle, particularly through their online content and recipes.

Copy Examples

• •Headline: "Taste the Tradition, Embrace the Future. Deliciously Gluten-Free with Mill & Folks." Body: "For over a century, our family has perfected the art of milling. Today, we bring you innovative, plant-based goodness that never compromises on flavor. Discover the joy of eating freely!"
• •Social Media Post: "Say goodbye to bland and hello to brilliant! ✨ Our gluten-free pastas are crafted with love and the finest ingredients, so you can enjoy your favorite Italian night, worry-free. What dish will you create? #MillAndFolks #GlutenFreeJoy #PlantBasedDeliciousness"
• •Product Description Snippet: "Tired of gluten-free options that just don't measure up? Our Bake-Free flour mix is a game-changer! Create heavenly soft pastries, breads, and cakes that taste just like the real deal. Because everyone deserves a little homemade happiness."
• •Email Subject Line: "Your Kitchen Just Got an Upgrade! 🌱 Explore New Gluten-Free Recipes." Email Body Snippet: "At Mill & Folks, we believe healthy eating should be exciting! That's why we're always whipping up new, easy-to-follow recipes using our versatile, plant-based ingredients. Get inspired and make mealtime magic!"
• •Ad Copy: "Live Life Deliciously. And Gluten-Free. And Plant-Based. Mill & Folks makes it not just possible, but wonderfully simple. From our family to yours – food that makes you feel good, inside and out."