Brand Tone

Playful, Proudly Filipino, and Community-Centric

Brand Values

• •Filipino Heritage & Innovation
• •Community Empowerment
• •Inclusivity and Hospitality
• •Connection Through Food

Best Practices

• •Embrace "Filipino-ish" Language: Continue to mix English with Tagalog words like "Sarap" (delicious/feels good) and explain their meaning when appropriate to educate and welcome new customers. Use modern, Bay Area slang like "Hella" to stay authentic and connected to the local community.
• •Lead with Inclusivity: Always keep "every-vore™" at the forefront. Highlight vegan, plant-based, and gluten-free options clearly and enthusiastically in menus and promotional copy to reinforce the value of hospitality for everyone.
• •Tell the Story Behind the Food: Every dish has a story, whether it's a modern take on a classic or a "happy accident" like the Tofu Sisig Carbonara Mac. Share these stories in social media captions and "About Us" sections to deepen the connection with the audience.
• •Focus on "We," Not Just "I": Use community-oriented language. Refer to customers as "fam," "tastemakers," and "neighbors." Frame the brand as part of a larger movement and community, which aligns with the collaborative work done with Kultivate Labs.
• •Stay Playful and Confident: Maintain the fun, slightly cheeky tone. Use words like "infamous," "magic," and "game-changer." This confidence is appealing and makes the brand feel exciting and innovative. Ask questions and use calls-to-action like "Let's get friendly" to encourage engagement.

Social Perception

The public perception of Sarap Shop is overwhelmingly positive, centered on its unique food, cultural significance, and community engagement.

Copy Examples

• •Your afternoon just got a whole lot better. Our infamous Halo Halo Milktea isn't just a drink, it's a vibe. All the Halo Halo goodness you love, made to go wherever your day takes you. Come get this magic. ✨ #SarapShop #HaloHalo #FilipinoFlavors #SFDrinks
• •Game Day Just Got More 'Sarap'! Cheering on the Warriors? Fuel up with our Sinigang Curly Fries and a Longanisa Dirty Dog. Find us at Portal 49 and bring some real Bay Area flavor to the game. #DubNation #SarapShop #ChaseCenter
• •Make Your Next Event Unforgettable. Food is our love language. From weddings to office parties, let Sarap Shop turn your gathering into a memory. We bring the feel-good Filipino flavors; you bring the 'fam.' Plant-based and 'every-vore' options available! Learn more about our catering.
• •Our Very Vegan Sisig will have your omnivore friends asking for the recipe. 😉 Tastes good, feels good. That's Sarap. #VeganFilipino #SFFoodie #TofuSisig #PlantBased
• •Wear your flavor. Our Hella Sarap collection is for the ones who are proud of their roots and love their city. Bay Area made, Filipino inspired. Shop the collection now and get free shipping! #HellaSarap #BayArea #FilipinoPride