Brand Tone

Passionate & Enthusiastic, Authentic & Transparent, Artisanal & Quality-Focused, Approachable & Friendly, Story-Driven

Brand Values

• •Quality & Craftsmanship
• •Provenance & Locality
• •Authenticity & Transparency
• •Community & Connection
• •Sustainability
• •Passion
• •Humility & Honesty

Best Practices

• •Develop a Brand Voice & Tone Guide: Document the key characteristics of your brand's voice (e.g., passionate, authentic, artisanal) and the corresponding tones to use in different situations (e.g., enthusiastic for new products, informative for process details, empathetic for customer service). Refer to Pepe Saya's "Humble Buttermaker" persona and their commitment to transparency as examples.
• •Know Your Audience, Know Your Platform: While the core brand voice remains consistent, adapt the tone slightly for different platforms and audiences. Instagram might allow for more playful, visual storytelling, while a B2B communication with chefs might be more focused on quality and provenance, though still passionate. Pepe Saya's direct interaction at farmers markets from their early days shows their understanding of direct customer communication.
• •Tell Your Story Consistently: Weave elements of the Pepe Saya origin story, the founders' passion, and the artisanal process into copy across all channels. This reinforces authenticity and builds connection. The story of "Pepe" being an alter ego or the "accidental" start of the butter business are memorable hooks.
• •Use Specific & Evocative Language: Instead of generic terms, use words that reflect the quality and sensory experience of the product, like "batch-churned," "cultured," "creamy texture," "tangy nuances," "velvety smoothness." This aligns with the premium, artisanal perception of Pepe Saya.
• •Maintain Authenticity and Transparency: Copy should reflect the brand's genuine commitment to quality ingredients and traditional methods. If making claims (e.g., "local cream," "handcrafted"), ensure they are true and can be elaborated upon, just as Pepe Saya does with their provenance maps and process descriptions. Their expansion to the US and openly discussing the partnership with the Amish community is a testament to this.

Social Perception

Premium & Gourmet, Delicious & Flavorful, Worth the Price, Innovative & Interesting, Trusted & Respected

Copy Examples

• •Headline: From Our Pastures, To Your Plate. The Pepe Saya Difference. Body: We started with a dream: beautiful Australian cultured butter, made the traditional way. Taste the passion in every handcrafted pat, churned from the freshest local cream. It’s more than butter, it’s a movement. #PepeSaya #CulturedButter #ArtisanGoodness
• •Headline: Meet the Cream of the Crop. (Now in the USA!) Body: Our secret? No secrets. Just the finest cream from Aussie farms (and now, from our friends in Pennsylvania for our US-made butter!), a dash of culture, and a lot of love. Experience the rich, tangy flavor that chefs and food lovers rave about. Discover Pepe Saya. #SupportLocal #RealButter #PepeSayaUSA
• •Headline: The Man, The Myth, The Butter. Body: Pierre ‘Pepe’ Issa, our Humble Buttermaker, wouldn’t settle for anything less than extraordinary. That’s why every round of Pepe Saya butter is batch-churned and hand-packed, ensuring that distinct creamy texture and unforgettable taste. Ready to elevate your toast? #MrPepe #ButterPerfection #Handcrafted
• •Headline: It Started with Leftover Cream and a Big Idea. Body: And grew into Australia’s favourite artisanal butter. We’re still a bit obsessed with making the best darn butter you’ve ever tasted. Join the Pepe Saya family and taste the difference passion makes. #PepeSayaStory #FromSmallBeginnings #AustralianMade
• •Headline: Good Food Deserves Great Butter. Body: Don't just make dinner, make it an experience. A smear of Pepe Saya cultured butter can transform the simplest meal into something special. Rich, creamy, and oh-so-delicious. What are you spreading it on tonight? #ButterLove #CulinaryMagic #PepeSayaKitchen