Brand Tone

Passionate, community-focused, and slightly edgy, balanced with a friendly and approachable voice. Enthusiastic and confident, with a playful touch.

Brand Values

• •Quality and Craftsmanship
• •Ethical and Plant-Based
• •Community
• •Comfort and Inclusivity

Best Practices

• •Lead with Passion, Not Preachiness: Focus on the amazing taste and quality of the food. The copy should be excited and confident. The message is that vegan food is delicious, not that people should be vegan.
• •Keep it Casual and Conversational: Use contractions and a friendly, approachable tone. Write as if you're talking to a friend who loves good food. Phrases like "Hey Toronto!" or "We've got you covered" build a connection.
• •Use Confident and Bold Language: Don't be shy. Phrases like "best damn vegan food," "next level," and "kick-ass flavours" have become part of the brand's identity and should be used to convey confidence in the product.
• •Emphasize Community and Local Roots: Regularly mention your connection to Toronto, local markets, and the community that helped build the brand. This fosters a sense of belonging and loyalty.
• •Let the Food Do the Talking: While the copy sets the tone, ensure it's always supported by high-quality, appetizing visuals. The combination of bold words and delicious-looking food is powerful.

Social Perception

Widely perceived as a beloved, high-quality local brand within the Toronto vegan community. A go-to for flavorful, innovative vegan comfort food, successful in appealing to both vegans and meat-eaters.

Copy Examples

• •Stop your scroll. 🔥 Introducing our new Smoked Apple Sage Sausages. We’ve handcrafted these beauties to be juicy, savoury, and packed with flavour that’ll make you forget all about the other stuff. Ready for your grill, pan, or pasta. Get yours at Aunty Em's this weekend!
• •All the flavour, none of the fuss. Our plant-based comfort foods are made for vegans, the vegan-curious, and everyone in between. Taste the party.
• •Hey Toronto! We're popping up at the Leslieville Farmers Market this Sunday! Come say hi, grab your favourite sausages, and maybe a little something extra. We can't wait to see you there and share the plant-based love. #SausagePartyToronto #VeganInToronto
• •You're Invited to the Party 🎉 Inside: New Menu Items & A Special Offer.
• •Meet your new weekend obsession. Our Maple Fakin' Bacon is smoky, sweet, and satisfyingly crispy. Handcrafted in-house, because we believe you should never have to compromise on your brunch game. Stack it high on your sandwiches or crumble it over... everything. We won't judge.