Brand Tone

Authentic & Trustworthy, Inspiring & Supportive, Educational & Informative, Community-Focused & Relatable, Down-to-Earth & Approachable

Brand Values

• •Quality & Purity
• •Tradition & Efficacy
• •Transparency & Honesty
• •Wellbeing & Longevity
• •Sustainability
• •Community & Giving Back
• •New Zealand Heritage

Best Practices

• •Anchor in the Origin Story: Regularly revisit the brand's roots – the generational recipe, Rob Mitchell's journey, and the 'traditional nutrition for modern life' ethos. This ensures authenticity remains central.
• •Prioritize Transparency in Language: Use clear, straightforward language. Be open about ingredients, sourcing, and processes. Avoid jargon where possible, and if technical terms are used, explain them simply.
• •Speak the 'Why': Connect product features to the overarching mission – enabling people to live well and pursue their passions. Focus on benefits that resonate with an active, health-conscious lifestyle.
• •Embrace the 'Kiwi' Voice: Maintain a friendly, down-to-earth, yet professional tone that reflects the brand's New Zealand heritage. This builds relatability and trust.
• •Show, Don't Just Tell, Community & Values: Integrate values like sustainability and community support into storytelling rather than just stating them. Share user experiences, ambassador stories, and impacts of community initiatives to make these values tangible.

Social Perception

Positive Customer Feedback, Trusted by Health Professionals & Retailers, Seen as Authentic and Story-Driven, Associated with Active Lifestyles, Commitment to Clean Products

Copy Examples

• •Headline: Fuel Your Adventures, Naturally. Body: Mitchells Nutrition: Time-tested bone broth and whole-food supplements, crafted in New Zealand to help you live life to the fullest. Pure, potent, and packed with goodness. #TraditionalNutritionModernLife
• •Headline: Real Ingredients. Real Results. That’s the Mitchells Promise. Body: Tired of confusing labels and hidden nasties? We are too. Our bone broth protein powders are made with transparently sourced, premium NZ ingredients you can trust. Taste the difference. Feel the difference. #CleanNutrition #NZMade
• •Headline: From Our Family Recipe to Your Daily Ritual. Body: Generations of wellness, now in a convenient scoop. Mitchells Nutrition makes it easy to nourish your body from the inside out, so you can keep doing what you love, for longer. #MitchellsWellness #LegacyOfHealth
• •Headline: Elevate Your Wellbeing. Sustainably. Body: Nourish yourself and the planet. At Mitchells Nutrition, we’re committed to premium, NZ-made supplements and sustainable practices that tread lightly on the earth. Feel good, inside and out. #SustainableWellness #KiwiProud
• •Headline: Confused by Nutrition Fads? We Stick to What Works. Body: Mitchells Nutrition offers simple, effective, and transparent whole-food nutrition. Our independently tested bone broths and supplements are designed to support your body’s natural strength and vitality. No hype, just honest goodness. #RealNutrition #SimplyMitchells