Brand Tone

Mindful, nurturing, encouraging, accessible, personal, authentic, passionate, and joyful.

Brand Values

• •Mindfulness as Self-Care
• •The Power of Ritual
• •Simplicity and Quality
• •Connection
• •Rejecting Perfectionism

Best Practices

• •Lead with the "Why": Always start from the core value of mindfulness. Whether writing about a sauce or a pasta shape, connect it back to the central theme of self-care and the ritual of cooking.
• •Use Sensory and Emotive Language: Describe the feeling of the process. Use words that evoke the texture of dough, the scent of a simmering sauce, and the warmth of a finished bowl of pasta to draw the audience into the experience.
• •Speak from a Personal Perspective: Use "I" and "you" to maintain a direct, personal, and authentic connection. Share small anecdotes and stories, just as Elizabeth Hewson does, to reinforce that there's a real person and a real philosophy behind the brand.
• •Champion Imperfection: Regularly include messaging that reassures the audience that mistakes are part of the process. Phrases like "embrace the wobbly shapes" or "it doesn't have to be perfect to be wonderful" will reinforce the brand's accessible, anti-perfectionist stance.
• •Foster Community Dialogue: End captions and communications with open-ended questions that invite participation. Ask followers, "What's your go-to comfort shape?" or "What are you listening to while you cook tonight?" to encourage the community to share and engage with the ritual.

Social Perception

Inspirational, aspirational, authentic, trustworthy, community-centric, aesthetic, and high-quality.

Copy Examples

• •Forget the noise of the week. This is where you find the quiet. Your hands, the flour, the dough. This is your time. This is your ritual. #SaturdayNightPasta
• •Your weekly invitation to slow down.
• •This isn't just a tomato sauce; it's the start of a ritual. Crafted from sun-ripened Australian tomatoes and a few simple, honest ingredients, it's the perfect foundation for your moment of peace. Whether you're making pasta from scratch or need a little handcrafted help, this sauce is your reliable, delicious beginning.
• •Life is complicated. Dinner doesn't have to be. Discover the ritual that's helping thousands find their calm in the kitchen. It as not about perfection; it as about the peace you find in the process. This is Saturday Night Pasta.
• •Saturday Night Pasta: The Art of Mindful Cooking. Find your ritual.