Brand Tone

Confident, Playful, and Straightforward

Brand Values

• •Quality & Selectivity
• •Natural & Fresh
• •Honesty & Transparency
• •Boldness & Modernity

Best Practices

• •Embrace the "Picky" Persona: Consistently use the word "Picky" as a positive descriptor. Frame it as being discerning, selective, and having high standards, and invite the customer to adopt the same mindset.
• •Keep it Simple and Direct: Avoid overly complex jargon. When talking about the process, use straightforward language as seen on the website: "No preservatives, no concentrate, no guesswork." This builds trust and enhances clarity.
• •Use Vibrant, Playful Language: Incorporate fun, active words like "squish," "zing," "lush," and "zesty" to describe the products and process. This keeps the tone energetic and engaging, matching the bright visual identity.
• •Lead with Confidence: The brand's voice should never be apologetic. All copy should exude confidence in the quality of the product, its taste, and the brand's mission to provide a superior beverage.
• •Stay Visually Consistent: Ensure that all written copy is paired with visuals (photos, videos) that reflect the brand's bold, colorful, and modern aesthetic. The tone of the words and the tone of the images must always be in sync to create a strong, cohesive brand identity.

Social Perception

Picky aims to be perceived as a premium, trustworthy, and delicious beverage choice for health-conscious consumers who prioritize taste. They position themselves as the go-to option for discerning individuals, transforming 'picky' into a positive attribute. The brand is also associated with innovation and consumer savviness due to its connection with 'Boring Oat Milk'.

Copy Examples

• •Stop settling. Your taste buds deserve better than 'just okay'. We're Picky about the fruit we squish, so you can be picky about the juice you drink. #PickyByNature #NoConcentrateEver
• •Yes, we're Picky. And you should be too. Discover the difference when you choose juice made from fresh-pressed fruit, not from concentrate. Taste the zing. Feel the freshness.
• •Our Orange & Apple Juice is for the purists. We just took sunny oranges and crisp New Zealand apples, pressed them, and bottled them. That's it. No added sugar, no weird stuff. Just the good stuff.
• •Life's too short for boring juice. Grab a bottle of Picky and add a splash of bold, fresh-pressed flavour to your day. It’s what happens when you’re picky, by nature.
• •A fast-paced video cutting between shots of fresh fruit, the juicing process, and a person energetically enjoying a bottle of Picky. Text overlay: "Some call it picky. We call it perfection. #WeArePicky #FreshlyPressed"