Brand Tone

Sophisticated, mindful, transparent, educated, passionate, approachable, and community-oriented.

Brand Values

• •Excellence: A commitment to creating the best possible product using top-quality, pure, and often organic ingredients.
• •Authenticity: Transparency in communications and using "real food" with minimal, understandable ingredient lists.
• •Responsibility: A deep sense of responsibility for the environment, partners, and community, demonstrated through sustainable and local sourcing, green electricity, and waste minimization.
• •Inspiration: A desire to inspire customers to make healthier choices and to believe that their actions matter, creating "good karma".

Best Practices

• •Lead with Your 'Why': Always connect your product back to your core mission. Don't just sell popcorn; sell the belief that actions matter and that choosing good food is an act of self-care and responsibility.
• •Be Transparent About Ingredients: Highlight the simplicity and quality of your ingredients. Use phrases like 'minimal ingredients' and 'sustainably sourced' to build trust and appeal to health-conscious consumers.
• •Educate, Don't Preach: Share the benefits of your choices (e.g., organic, non-GMO, whole grain) in an informative and inspiring way. The tone should be one of a passionate expert sharing their knowledge.
• •Embody 'Karma' in Your Language: Use words that evoke positivity, mindfulness, and purpose. The name 'Karma' is a powerful asset; leverage it to create a narrative of cause and effect (good ingredients = good health = good karma).
• •Maintain a Consistent Voice: Whether writing a tweet, an email, or product packaging, the voice should remain consistent—sophisticated yet accessible, passionate, and authentic. This builds a strong, recognizable brand identity.

Social Perception

Overwhelmingly positive, seen as a pioneer in the artisanal popcorn market, praised for unique flavors and high quality ingredients. Customers and critics frequently highlighted freshness and delicious taste. The brand was perceived as healthy, trustworthy, and eco-conscious, bolstered by the founder's personal story and passion.

Copy Examples

• •Introducing Zen Cheddar. We've sourced real, aged white cheddar from responsible farms and dusted it over our organic, air-popped corn. It’s a snack that’s both crave-worthy and conscious. Indulge in a moment of pure, delicious clarity. That's Good Karma.
• •Snacking should be simple. Our Classic Mediterranean popcorn is crafted with just three ingredients: organic corn, extra virgin olive oil, and a sprinkle of sea salt. Pure, simple, and sustainably sourced. Taste the difference that real ingredients make. #PopKarma #RealFood #SimplyDelicious
• •Pop Karma began with a simple belief: what we eat matters. Frustrated by the lack of healthy, trustworthy snacks, we started popping our own, right here in NYC. We obsess over every kernel and every ingredient, because we believe good food nourishes the body and good choices create good karma.
• •Share a little Karma this season. Our reusable Karma Keeper tins are filled with your choice of our artisanal, organic popcorn. It’s more than a gift; it’s a gesture of wellness and a promise of quality that you can taste in every bite.
• •Tired of snacks with ingredients you can't pronounce? We were too. That's why Pop Karma is always non-GMO, gluten-free, and made with pure, top-quality ingredients. It’s the crunchy, flavorful snack you can feel good about. Join the food revolution!