Brand Tone

Functional and Direct

Brand Values

• •Authenticity
• •Accessibility
• •Simplicity

Best Practices

• •Keep it Simple and Clear: Avoid jargon or overly descriptive marketing language. The copy should be easy to understand at a glance, reflecting the brand's straightforward nature.
• •Focus on the Product and its Origin: Ground the copy in the authenticity of the food. Use words like "authentic," "traditional," and "your favorite" to connect with the customer's desire for genuine products.
• •Prioritize a Helpful Tone: Frame the copy around making the customer's life easier. Use phrases like "delivered to your door," "all your essentials in one place," and "easy to prepare."
• •Maintain a Consistent, Clean Aesthetic: The simple design of the website is part of its tone. Any future marketing materials should reflect this minimalist, uncluttered approach.
• •Use "You" and "Your": Address the customer directly in all copy. This creates a sense of personal service, even within a functional framework (e.g., "Your pantry," "Your favorite foods").

Social Perception

Utilitarian service; a straightforward and reliable source for specific African groceries, functional rather than emotional.

Copy Examples

• •Your Favourite African Foods, Delivered to Your Door.
• •Craving the true taste of home? Our Ayoola Poundo Yam makes it easy to prepare the authentic, smooth swallow you love. Perfect for your next soup night. Stock up now.
• •Restock Your Pantry with M&M Homestore.
• •From Fufu to Palm Oil, we've got the essentials for your kitchen. Skip the search and get all your African grocery staples delivered anywhere in the UK. Simple, fast, and authentic.
• •M&M Homestore was started with a simple mission: to make the beloved tastes of Africa easily accessible to everyone in the UK. We source the brands you trust so you can create the meals you love.