Brand Tone

Passionate and Authoritative, yet Accessible and Fun

Brand Values

• •Authenticity and Tradition
• •Education and Mastery
• •Quality and Excellence
• •Community and Connection
• •Passion

Best Practices

• •Lead with Passion, Support with Authority: Start with exciting, sensory language that conveys a love for food. Follow it up with credentials, like "certified Master Instructor" or "Scuola Italiana Pizzaioli affiliate," to build trust.
• •Balance "Fun" and "Serious": Use the tagline "Serious about pizza " to signal expertise, but always pair it with words like "fun," "rewarding," and "hands-on" to remain accessible and prevent the brand from appearing intimidating.
• •Emphasize the "Why," Not Just the "What": Instead of just listing class features, focus on the benefits and the experience. Talk about "creating memories," "igniting your passion," or the "reward" of eating what you've made.
• •Use Inclusive Language: Consistently use phrases like "for all skill levels," "from novice to foodie," and "for all ages" to reinforce that everyone is welcome, regardless of their prior experience in the kitchen.
• •Let Your Community Tell the Story: Regularly incorporate testimonials and user-generated content into your marketing. Sharing positive reviews and photos from happy students is powerful social proof that authentically reflects the brand's values and perception.

Social Perception

NAPCA is perceived as a highly respected, premier destination for culinary education, especially in pizza making. It's seen as an elite yet welcoming institution offering fun, engaging, and valuable experiences, recognized for its legitimate authority and expert instruction.

Copy Examples

• •They say you can't buy happiness, but you *can* buy a spot in our Neapolitan Pizza class, and that's pretty close. We're serious about pizza, but even more serious about the fun you'll have making it. Link in bio to grab your apron.
• •This is more than a cooking class. It's your new favorite date night, a team-building event people actually love, and a chance to learn the art of authentic Italian pizza from a certified Master Instructor. Ready to get your hands dirty? See our full class calendar and book your next adventure!
• •From Novice to Pizzaiolo. Whether you're starting your culinary journey or perfecting your craft, our world-renowned academy is where your passion for food comes to life. Explore our hands-on classes today.
• •The perfect pizza starts with the perfect stretch! 🔥 Master the NY-style technique with us. Think you can do it? Tag a friend you'd bring to our class! #pizzamaking #pizzaclass #chicagofood #dough #howto
• •Don't Just Eat Pizza Master It. New Classes Added for Fall.