Brand Tone

Passionate & Enthusiastic, Authentic & Down-to-Earth, Community-Focused & Proudly Local, Informative & Gastronomic

Brand Values

• •Localism & Terroir: The core of the brand is the promotion and celebration of Quebec's northern terroir and its unique products. They aim to put the North at the center of the plate.
• •Quality & Authenticity: Racines Boréales is committed to offering high-quality, authentic products, often sourced directly from local producers and foragers.
• •Sustainability & Respect for Nature: They emphasize respect for seasonality and the environment, including short supply chains, limiting food waste, and using eco-friendly packaging.
• •Discovery & Education: The brand seeks to introduce consumers to lesser-known local ingredients and educate them on how to use these hidden treasures.
• •Pleasure & Gastronomy: They are driven by a love for food and unique flavors, aiming to inspire culinary creativity.

Best Practices

• •Embrace Gourmand Language: Use descriptive, evocative words that appeal to the senses (taste, smell, sight). Talk about flavors, aromas, and textures with passion and enthusiasm. Think flavor bombs, hidden treasures, and culinary journey.
• •Weave in the Local & Wild Narrative: Consistently connect products back to the Quebec terroir, the boreal forest, and the idea of wild-harvested or locally sourced ingredients. This reinforces authenticity and origin.
• •Educate and Inspire: Frame copy not just as selling a product, but as sharing knowledge and inspiring culinary exploration. Offer tips, recipe ideas, and background on the unique ingredients.
• •Maintain an Approachable, Authentic Voice: Avoid overly technical jargon. Write as if you're enthusiastically sharing a food discovery with a friend. Keep the tone genuine, warm, and connected to the founders' passion.
• •Visually Align Copy: Ensure that the tone of the copy is reflected in the accompanying visuals. If the copy is earthy and natural, the images should be too. This creates a cohesive and immersive brand experience.

Social Perception

Trusted Source for Quebec Products, Advocate for Local Food Culture, Eco-conscious and Ethical, Innovative and Inspiring

Copy Examples

• •Instagram Post (Image: Close-up of wild mushrooms): Unearth the taste of Quebec's forests! 🌲🍄 Our latest harvest of wild [Mushroom Name] is here, bursting with earthy aromas ready to transform your next meal. Discover the magic of boreal flavors, sourced with respect for nature. #RacinesBoréales #WildMushrooms #QuebecTerroir #EatLocal #ForestToTable
• •Facebook Ad (Targeting: Foodies in Montreal): Tired of the same old spices? 🤔 It's time to explore the vibrant pantry of the North! From the peppery kick of Dune Pepper to the floral notes of Labrador Tea, Racines Boréales brings you the authentic taste of Quebec. Visit our Montreal boutique or shop online! Lien en bio. #SaveursNordiques #ÉpicerieFine #MontrealFood #ProduitsLocaux #CuisineQuébécoise
• •Product Description (for a Boreal Berry Jam): Sweet, wild, and wonderfully Quebec! Our [Berry Name] Jam is a spoonful of sunshine, handcrafted from berries picked at their peak in the boreal wilderness. More than just a jam, it's a taste of our land, a story of its seasons. Perfect on toast, with cheeses, or as a secret ingredient in your desserts. #ConfitureArtisanale #BaiesSauvages #TerroirBoréal #RacinesBoréales #FaitAuQuébec
• •Blog Post Title/Intro: Beyond Maple: 5 Boreal Ingredients That Will Revolutionize Your Kitchen! Think you know Quebec flavors? We’re diving deep into the forest to uncover some incredible local treasures that are waiting to inspire your inner chef. Let's cook with the wild heart of our province! #RacinesBoréalesBlog #CuisineLocale #IngrédientsBoréaux #SecretIngredients #QuebecFood
• •TikTok Video Script (Fast-paced, showing quick uses of a product like their Wild Mushroom Rub): (Text on screen: बोरियल ट्विस्ट!) Spice up your life, Quebec style! 🔥 This isn't your average rub. Our Wild Mushroom blend adds deep, umami flavour to *everything*. Veggies? Yep! Chicken? Absolutely! Tofu? Oh yeah! Get yours and taste the wild! #RacinesBoreales #BorealFlavours #QuickRecipes #FoodHacks #MTLFoodie