Brand Tone

Aspirational, Practical, and Friendly.

Brand Values

• •Health and Nutrition
• •Convenience and Simplicity
• •Quality and Flavor
• •Local and Sustainable
• •Adventure and Passion

Best Practices

• •Always Bridge the Two Worlds: In your copy, consistently connect the "mountain" (adventure, outdoors, aspiration) with the "meal prep" (home, convenience, practicality). Use language that shows the same product can solve problems for both an extreme athlete and a busy parent.
• •Lead with the "Why," Not Just the "What": Instead of just saying "we sell dehydrated food," start with the benefit: "We help you save time," or "We make adventure taste better." This aligns with the brand's solution-oriented perception.
• •Use "Aspirational but Accessible" Language: Pair inspiring words like "adventure," "fuel," and "explore" with practical, simple words like "easy," "quick," and "one-pot." This combination captures the brand's unique tone.
• •Incorporate the Founder's Story and Values: Regularly mention that the meals are "nutritionist-designed" or that the company is "proudly based in British Columbia." This reinforces the core values of health, quality, and local authenticity in every piece of communication.
• •Maintain a Friendly, Community-Focused Voice: Write captions and emails as if you're speaking to a friend. Ask questions, use a positive and encouraging tone, and share testimonials. This builds on the brand's grassroots, farmers-market feel and strengthens customer loyalty.

Social Perception

Trusted, High-Quality, and Genuinely Useful.

Copy Examples

• •(For Instagram - Targeting Adventurers): (Image: A stunning photo of a hiker preparing a meal at sunset in the mountains) Headline: THE SUMMIT TASTES BETTER WITH SPANISH SCRAMBLE. Body: Your pack is light, the view is epic, and a hot, delicious meal is ready in 20 minutes. That’s not a dream, it’s a Mountain Meal. We packed all the flavor, so you can pack for adventure. #MadeForAdventure #MountainMealPrep #BackpackingFood
• •(For Facebook - Targeting Busy Parents): (Video: A quick time-lapse of a parent easily making a one-pot meal while kids play nearby) Headline: Win Back Your Weeknights. Body: Between work, school, and soccer practice, who has time to cook? You do. With our Lazy Lasagna Meal Kit, a delicious, family-approved dinner is just 30 minutes away. Just add water, simmer, and serve. Your secret to a stress-free dinner is safe with us. #MealPrep #BusyParentHack #EasyDinner
• •(For Website Homepage - General Audience): Headline: From the Mountains of B.C. to Your Kitchen Table. Body: Whether you're conquering a peak or just conquering a hectic Tuesday, you deserve a meal that’s both delicious and simple. Created by a holistic nutritionist, our dehydrated meal kits are made with high-quality, local ingredients to fuel your life, wherever it takes you. #MealsMadeSimple #SupportLocalBC
• •(For a Google Ad - Targeting "easy meal prep" searches): Headline: Healthy Meal Prep - Just Add Water Body: Mountain Meal Prep Kits. Real Ingredients, Ready in 30 Mins. Perfect for Busy Families & Outdoor Adventures. Shop Local, Woman-Owned.
• •(For a Product Description - Mount Currie Curry): Headline: Your Backcountry Ticket to Thailand. Body: Dehydrated meals are supposed to be bland, right? We didn't think so. Our Mount Currie meal is a creamy, flavorful butternut squash and chickpea curry that will transport your tastebuds. Lightweight, vegan, and nutritionist-designed to keep you fueled on the trail. #GourmetBackpacking #VeganHiking