Brand Tone

Inspirational, Authentic, Communitarian, warm, thoughtful, and encouraging. It uses storytelling and gentle invitations, fostering an inclusive and non-intimidating atmosphere, aiming to inspire creativity and connection.

Brand Values

• •Community
• •Authenticity & Vulnerability
• •Creativity & Exploration
• •Social Responsibility
• •Purpose over Perfection

Best Practices

• •Lead with "Why," Not "What": Always anchor the copy in the brand's core values ascommunity, creativity, and connection. Start with the emotional benefit (feed your soul, create a community) before introducing the product itself.
• •Use Inclusive and Encouraging Language: Employ words that welcome beginners and celebrate imperfection. Phrases like give it a try, dabblers and amateurs, and willingness to make mistakes reinforce the brand's accessible and non-judgmental tone.
• •Tell Authentic Stories: Whether for a product or a community feature, frame the narrative around personal experience. Share the why behind a product's creation or the story of a community member. This aligns with the brand's foundation as a testament to personal experience.
• •Connect Products to Purpose: For every item in the marketplace, explicitly state how it aligns with the brand's ethos. The TongSticks are beautiful solutions for living, and the apparel supports a charitable cause. This elevates products from mere objects to tools for a better life and a better world.
• •Maintain a Warm and Reflective Voice: The copy should feel like a conversation with a thoughtful friend. Use reflective questions, gentle calls-to-action (Explore, Get to know our community), and a tone that is inspiring rather than demanding.

Social Perception

Perceived as a high-quality, niche, and purpose-driven extension of Phillip Lim's personal brand. It is seen as authentic and artistic, with a clear socially conscious mission, attracting individuals who appreciate design, food, community, and brands that stand for more than just products.

Copy Examples

• •They say the best stories are shared around a table. But it's more than the food on the plates; it's the space between the words, the shared laughter, the feeling of being truly seen. This is the nourishment we seek. #MoreThanOurBellies
• •This isn't just a hoodie. It's a wearable hug and a badge of membership to a club that celebrates creativity, community, and a good cause. Cozy, classic, and created to make a difference. 20% of net proceeds help fight food insecurity in the AAPI community, turning comfort into action. #JoinTheClub
• •Food for the soul is served.
• •Embrace the beauty of the attempt. Whether it's a new recipe or a new passion, the real joy is in the making. Let's get our hands dirty. #MoreThanOurBellies
• •We believe in feeding more than our bellies. We believe in feeding our curiosity, our friendships, and our souls. This is a space for the messy, the beautiful, the perfectly imperfect. Discover our marketplace and join a community that celebrates the joy of trying. #FeedYourSoul