Brand Tone

Premium & Aspirational, Informative & Passionate, Modern & Stylish, Community-Oriented, Respectful & Engaging

Brand Values

• •Quality
• •Craftsmanship
• •Customer Experience
• •Innovation & Discovery
• •Lifestyle Enrichment
• •Social Responsibility

Best Practices

• •Emphasize Quality & Origin: Always highlight the superior quality of products and, where relevant, their unique origins or craftsmanship. Use descriptive and evocative language that appeals to the senses.
• •Maintain an Aspirational Yet Accessible Voice: While showcasing a premium lifestyle, ensure the tone remains inviting and not overly exclusive. Focus on how products can enhance the customer's everyday life.
• •Be Informative and Passionate: Share knowledge about products, ingredients, or usage ideas. Let the genuine passion for food, lifestyle, and quality shine through the copy.
• •Stay Visually Consistent with Text: Ensure that the copywriting complements the high-quality, stylish imagery used on the website and social media. The words should match the visual promise.
• •Tailor for Platform, Unify by Values: Adapt the specific message style for different platforms (e.g., concise and visual for Instagram, more detailed for blog posts or newsletters), but always ensure the core brand values (quality, craftsmanship, lifestyle enrichment) are evident.

Social Perception

High-End/Premium Supermarket, Wide Product Variety, Good Quality Products, Innovative and Trendy (LOG-ON), Convenient (for some), Concerns about Price, Mixed E-commerce Experience

Copy Examples

• •Headline: Discover a World of Flavour. Explore Our Latest Curation of Global Delicacies. Body: At City Super, we journey the globe to bring you ingredients that inspire and delight. From artisanal cheeses to ocean-fresh catches, elevate your everyday meals into culinary experiences. What will you create today? #citysuperhk #GourmetJourney #CraftYourLifestyle
• •Headline: The Art of Living Well, Crafted for You. Body: Embrace a life of quality and refinement. Our new collection of [Product Category, e.g., Japanese ceramics/Organic teas] is thoughtfully selected to enrich your home and nourish your well-being. Experience the City Super difference. #CraftingABetterLifestyle #PremiumLiving #InspiredSpaces
• •Headline: Freshness Delivered. Your Favourite Kai Tak Oasis. Body: For our valued neighbours in Kai Tak, enjoy the convenience of City Super's premium selection at your fingertips. Order online for [exclusive offer/express delivery] and savour the taste of quality, effortlessly. Visit oasiskaitak.citysuper.com.hk. #citysuperKaiTak #NeighbourhoodFlavours #PremiumConvenience
• •Headline: More Than a Meal, It's a Moment. Body: Gather your loved ones for an unforgettable dining experience. Our [Specific product, e.g., Wagyu beef/Seasonal truffles] is the perfect centerpiece for creating cherished memories around the table. Passionately sourced, exceptionally delicious. #citysuperFeast #CulinaryExcellence #SharedMoments
• •Headline (for LOG-ON): Spark Your Curiosity. Unbox Joy. Body: Life's too short for the ordinary. LOG-ON brings you the latest in innovative gadgets, unique stationery, and trend-setting lifestyle accessories from around the world. What will inspire you next? #LOGONhk #HaveFunBeInspired #TrendyFinds