Brand Tone

Friendly and Approachable, Passionate and Enthusiastic, Authentic and Genuine, Community-Oriented, Playful and Lighthearted

Brand Values

• •Quality
• •Authenticity
• •Community
• •Passion
• •Joy and "Feed-Good Food"
• •Family

Best Practices

• •Embrace Aussie Slang (Authentically and Sparingly): Incorporate friendly Australian colloquialisms like "mate," "g'day," "bonza," or "crikey" naturally to reinforce the brand's heritage, but avoid overdoing it to ensure broad appeal.
• •Focus on "Feed-Good" and Passion: Consistently use warm, enthusiastic language that conveys the joy and satisfaction of eating their pies. Words like "passion," "lip-smacking," "delicious," "hearty," and "crammed with flavour" should be staples.
• •Highlight Quality and Freshness: Always emphasize the use of local ingredients, the handmade nature of the pies, and the care that goes into making them. This builds trust and justifies the premium quality.
• •Maintain a Friendly, Community-Centric Voice: Address the audience directly and informally, as if speaking to a friend. Highlight community involvement and the idea of pies bringing people together.
• •Keep it Simple and Appetizing: While conveying passion, ensure the core message about delicious, satisfying food is clear. Use vivid descriptions that appeal to the senses (e.g., "glowing golden crust," "mouth-watering aroma").

Social Perception

Positive, Authentic Australian Experience, High-Quality Product, Community-Focused, Unique Offering

Copy Examples

• •Social Media Post (Instagram/Facebook): Crikey! It's a perfect pie day! 🥧☀️ Grab your mates and a 'Great Australian Bite'. Freshly baked and packed with flavour, just how you like 'em. #Piemates #AussiePies #FeedGoodFood
• •Website Homepage Banner: Piemates: Bringing the Taste of Australia to Your Table. Handmade with Passion, Local Ingredients, and a Whole Lotta Love. Taste the 'Pie-ness'!
• •Email Subject Line (for a promotion): Get Your Pie Fix! 😉 Deliciously Authentic Aussie Pies Are Calling Your Name.
• •Product Description Snippet (for a beef pie): Our Classic Aussie Beef Pie: Tender, locally sourced beef, slow-cooked in a rich gravy, all wrapped up in our signature golden crust. It’s a lip-smacking taste of Down Under, right here in the USA!
• •Local Event Promotion: G'day, [City Name]! Piemates is rolling into the [Event Name] this weekend! Come say hi, grab a pie (or two!), and share some 'Pie-ness' with us. See ya there, mates!