Brand Tone

Playful and Fun, Authentic and Relatable, Passionate and Enthusiastic, Community-Focused and Engaging, Inspiring and Empowering, Chic and Modern

Brand Values

• •Real Food & Quality Ingredients
• •Conscious Consumption
• •Health and Wellness
• •Authenticity
• •Community
• •Sustainability and Eco-friendliness
• •Innovation
• •Passion
• •Generosity/Giving Back

Best Practices

• •Create a "Rad Lib" (Brand Language Guide): Develop a simple internal guide with "Rad" words/phrases to use (e.g., "Rad Fam," "good stuff," "whole lotta," "seriously tasty") and words/tones to avoid (e.g., overly formal, highly technical, negative, restrictive). Include the core values to ensure messaging alignment.
• •Embrace Authenticity and Passion: Write from a place of genuine belief in the products and the brand's mission. Let the passion for healthy, delicious food shine through. Use "we" and "us" to foster a sense of community.
• •Keep it Playful and Positive: Inject fun and lightheartedness into the copy where appropriate. Focus on the joy and benefits of eating well, rather than on restrictions. Use emojis thoughtfully to enhance the playful tone on social media.
• •Speak Your Audience's Language (the "Rad Fam"): Understand how your community communicates. Mirror their enthusiasm and relatable language while staying true to the brand's core identity. Engage with comments and messages in the same consistent tone.
• •Visuals and Copy Harmony: Ensure the tone of the copy aligns with the visual branding. The playful, chic, and natural aesthetic of the products and packaging should be reflected in the language used to describe them.

Social Perception

Positive & Healthy, Innovative and Trendy, Community-Oriented, Trustworthy, Founder-Driven, Accessible, Mixed on Taste

Copy Examples

• •Instagram Post (New Product Launch): "Say HELLO to your new obsession! 👋 Our [New Product Name] is packed with all the good stuff, none of the nasties, and a whole lotta RAD flavour. Get ready to treat your taste buds (and your body!). Link in bio to get yours! #RealRadFood #PlantPowered #GuiltFreeGoodness #NZMade"
• •Website Banner (Promoting Slices): "Life’s too short for boring snacks. Dive into our ridiculously delicious raw slices – all the yum, zero regrets. Real ingredients, rad taste. You deserve this! 😉"
• •Email Newsletter (Recipe Idea): "Hey Rad Fam! Feeling creative in the kitchen? Why not whip up a [Recipe Name] using our [Product Name]? It’s super easy, seriously tasty, and guaranteed to make your insides smile. Get the recipe on the blog! 👉 [Link]"
• •Facebook Ad (Brand Story Focus): "From a kitchen experiment to fueling your rad adventures! 🌿 We're all about real food, real ingredients, and making healthy taste amazing. Join the #RadFam and discover why we're more than just treats. Learn our story: [Link to About Us]"
• •TikTok Video Caption (User-Generated Content Style): "OMG, you guys HAVE to try this! 😍 The [Product Name] from @realradfood is a game-changer for my afternoon cravings. So good, so easy, and actually good for me?! Mind. Blown. 🤯 #RealRadFood #HealthySnacks #NZFoodie #PlantBasedDelight #WorthTheHype"