Brand Tone

approachable, enthusiastic, and community-focused

Brand Values

• •Quality & Authenticity
• •Flavor Exploration
• •Community & Local Connection
• •Accessibility

Best Practices

• •Lead with Flavor, Follow with Heat: Always highlight the unique, fruity, and authentic Caribbean flavors of the sauces first. The heat is a feature, but the taste is the core value proposition.
• •Stay Playful and Approachable: Use conversational and enthusiastic language. Incorporate fun, quirky phrases and questions to engage the audience and make the brand feel like a friend.
• •Emphasize "Local" and "Community": Regularly mention being based in Calgary, tag local partners, and promote market appearances. This reinforces the brand's community-centric values.
• •Educate and Demystify: Continue the mission of making the Scotch bonnet pepper less intimidating. Share pairing suggestions, recipe ideas, and fun facts about the pepper to build customer confidence and encourage experimentation.
• •Be Visually Vibrant: Ensure that photography and visuals match the brand's energy. Use bright, high-quality images of fresh ingredients and delicious-looking food to reflect the vibrant flavors of the Caribbean and the quality of the product.

Social Perception

The perception of Scotch Fire is that of a local artisan brand with a genuine passion for its craft. Customers and media portray it as a go-to for authentic, flavorful hot sauces that offer more than just spiciness. The founders' story and their presence at local markets likely contribute to a positive and personal connection with their customer base. The emphasis on Caribbean flavors and the unique Scotch bonnet pepper sets them apart in the hot sauce market.

Copy Examples

• •Taco Tuesday just got a Caribbean upgrade. Our Scotch Fire Mango sauce is the perfect blend of sweet heat to make your taste buds dance. Ready to turn up the flavor? Grab a bottle online or find us at the Calgary Farmers' Market this weekend! #ScotchFire #HotSauce #TacoTuesday #FlavorThatPops #YYCFood
• •Meet the OG. The one that started it all. Our Scotch Fire Original is a tribute to the true, bold flavor of the Caribbean Scotch bonnet pepper. It's not just about the heat; it's about a rich, authentic taste that elevates everything from eggs to stews. This is your new pantry staple. You've been warned.
• •Don't Fear the Fire. Embrace the Flavor. Think Scotch bonnet peppers are just about scorching heat? Think again. We craft our sauces in Calgary to bring you the authentic, fruity flavour of the Caribbean. It's time to elevate your meals from bland to brilliant. Use code FIRE10OFF for 10% off your first order over $50! [Link to website]
• •Feeling Saucy? New Flavors Just Dropped! Hey Spice Lover, We've been busy in the kitchen. Get ready to meet the newest members of the Scotch Fire family: our fiery Scotch Bonnet Ketchup and a Berry Blend that will blow your mind. Perfect for summer grilling and guaranteed to be your new obsession. [Shop Now Button]
• •Calgary's Taste of the Caribbean. Handcrafted Hot Sauce. Come say hi and try a sample! We promise our peppers are friendlier than you think.