Brand Tone

Playful and Cheeky, Empathetic and Supportive, Direct and Confident, Inspirational

Brand Values

• •Health without Restriction
• •Authenticity and Transparency
• •Empowerment
• •Quality
• •Community

Best Practices

• •Lead with the 'Why': Always connect the product back to the core brand story —overcoming restrictive eating and finding joy in food again. The 'why' is not just about being low-calorie; it's about freedom from food guilt.
• •Use 'Us vs. Them' Language (Playfully): Position Naked Hero against 'tradish' peanut butter and the restrictive 'diet culture.' Use cheeky and confident phrases that create a clear distinction and make the customer feel like they are part of a smarter, more modern tribe.
• •Speak Like a Friend, Not a Corporation: Maintain a conversational, direct, and empathetic tone. Use slang like 'BS' and 'Wtf' where appropriate (like in FAQs), ask questions, and use 'we' and 'you' to create a personal connection.
• •Embrace the 'Hero' Archetype: Consistently use the hero metaphor. The product is the 'hero,' the customer is a 'hero' for making a better choice, and the brand is the 'House of Heroes.' This creates a powerful and memorable brand identity.
• •Balance Wit with Value: While the cheeky tone is a key differentiator, ensure the core value propositions (low-calorie, high-protein, all-natural, great taste) are always clear and easy to understand. The humor should draw the customer in, but the product benefits are what will convert them.

Social Perception

High-Quality and Delicious, Trustworthy, Inspirational and Relatable, Effective for Health Goals

Copy Examples

• •Ditch the guilt, not the drizzle. Your smoothie bowl is begging for a hero. Our powdered peanut butter has all the rich, nutty flavor you crave with only a fraction of the calories and fat. Go on, take life by the big spoon. #SauceWithoutShame
• •Stop breaking up with peanut butter. We get it. You love the taste, but not the calories. We've cracked the code. With 85% less fat than traditional spreads, Naked Hero lets you get back together with your one true love. And yes, it's serious.
• •Let's be real, most "healthy" food is a punishment. We're here to change the narrative. Imagine a rich, creamy satay sauce or a sweet, smokey BBQ drizzle that actually fits your macros. It’s not a dream. It's the hero your mealtime has been waiting for.
• •How do you get your PB fix? Either way, do it without the BS. Our powdered PB is 100% natural, high in protein, and tastes like the real deal. Because it is.
• •The hero that proves you can have it all. Meet your new obsession. We took everything you love about peanut butter, added a hint of rich chocolate, and took out the stuff you don't need—like most of the fat and all of the guilt. Perfect for your shakes, oats, or just a spoon on a Tuesday. You're welcome.