Brand Tone

Playful & Witty, Bold & Confident, Friendly & Approachable, Energetic & Youthful, Passionate & Enthusiastic, Conscious & Responsible

Brand Values

• •Taste & Flavour
• •Health & Wellbeing
• •Doing Things "Properly"
• •Innovation & Creativity
• •Sustainability & Responsibility
• •Playfulness & Fun
• •Ambition & Disruption

Best Practices

• •Embrace Playful Confidence: Write with a bit of cheek and a lot of belief in the product. Use vibrant, positive language. Avoid being overly formal or bland. Think "bold but friendly."
• •Keep it Real & Relatable: Use everyday language that resonates with your audience. Share user-generated content and engage in genuine conversations. Authenticity is key.
• •Highlight "Properly Done": Subtly weave in the commitment to quality, natural ingredients, health benefits (vegan, gluten-free, low-cal), and ethical practices (B Corp, sustainability) without sounding preachy. It's about "snacks without compromise."
• •Focus on Flavour & Experience: Make the taste jump off the page (or screen). Use descriptive, exciting adjectives to convey the "banging" flavour experience. Snacking should feel like a treat.
• •Be Visually Consistent: Ensure copy is always paired with visuals (bright, colourful, energetic) that match the brand’s lively personality. The words and pictures should tell the same vibrant story.

Social Perception

A leader in healthy snacking, Innovative and exciting, Ethical and trustworthy, High quality, Fun and modern, Good value, despite premium positioning

Copy Examples

• •Headline: Stop dreaming about flavour. Wake up your tastebuds. Body: PROPERCHIPS. Unreal taste. Real ingredients. Seriously bold, naturally banging. Grab a bag and snack like you mean it. #SnacksDoneProperly
• •Social Media Post (Image: Someone joyfully eating PROPERCORN): That 3pm slump? We don't know her. Power through your day the PROPER way. Deliciously light, guilt-free, and packed with flavour that’ll make your brain do a happy dance. What’s your go-to PROPER pick-me-up? #ProperSnacks #HealthySnacks #EnergyBoost
• •Product Description Snippet (for a new flavour): Meet your new obsession: [New Flavour Name]. We’ve only gone and done it again – packing outrageously good taste into every lentil chip. It’s a flavour fiesta your mouth won’t want to miss. Vegan, gluten-free, and under 100 cals. Because snacking should be PROPER good.
• •Short Ad Copy: Bored of blah? Crave crunch with a conscience? PROPER Snacks. Big flavour. Better for you. Better for the planet. Taste the bold. #ProperlyBold
• •Website Banner Text: Snacks that taste outrageously good AND do good? Yeah, we do that. Explore our world of PROPERCORN & PROPERCHIPS – where every bite is packed with flavour and purpose. Join the flavour revolution!