Brand Tone

Aspirational and expert; professional, clean, and confident; empowering and direct.

Brand Values

• •Uncompromising Quality
• •Expertise & Trust
• •Convenience
• •Customer Satisfaction
• •Passion for Gastronomy

Best Practices

• •Lead with Quality: Always start with the product's most premium attribute—its origin, cut, grade, or freshness. Use specific, evocative language like "intense marbling," "wild-caught," "pasture-raised," or "sustainably sourced."
• •Maintain an Expert Tone: Write with confidence and authority. Avoid slang, overly casual phrasing, and excessive use of emojis. The voice should be that of a knowledgeable and passionate purveyor.
• •Focus on the "Why": Don't just describe what the product is; explain why it's special. Detail the selection process, the importance of the cold chain, or what makes a particular cut superior. This builds trust and justifies the premium price.
• •Empower the Customer: Frame the copy to make the customer the hero of their kitchen. Use phrases like "Elevate your dinners," "Create unforgettable meals," or "The secret ingredient for your recipes." This connects the product to the customer's own culinary aspirations.
• •Be Consistent Across Channels: Ensure the aspirational and expert tone is maintained everywhere, from the website's FAQ page and product descriptions to Instagram captions and customer service emails. A unified voice strengthens brand identity and credibility.

Social Perception

Reliable and high-end provider of gourmet food products, perceived as a trustworthy source for premium ingredients and a guarantee of a good culinary experience at home.

Copy Examples

• •The centerpiece your table deserves. Our T-bone steak is selected for its exceptional marbling and flavor, promising a restaurant-quality experience in your own home. The choice of chefs, delivered to your door. #SeleccionDelChef #AltagastronomiaEnCasa #CarnesPremium
• •Unlock a World of Flavor: Discover Our Latest Arrivals. This week, our chefs have curated a selection of wild-caught sea bass and Iberian pork, chosen for their unparalleled quality. Don't just cook—create something memorable. Explore the selection.
• •Quality You Can Taste. Freshness You Can Trust. From the finest sources directly to your kitchen. Experience the Chef's Selection.
• •Stop searching for quality. We deliver it. At Selección del Chef, we do the hard work of sourcing the finest ingredients so you can focus on the joy of cooking. Order today and taste the difference.
• •Norwegian Salmon Loin - Skin On: Sourced from the cold, clear waters of Norway, our salmon loin is celebrated for its rich flavor and delicate, flaky texture. The skin, left on, crisps up beautifully for an added dimension of taste and texture. Ideal for pan-searing or grilling, it’s a pure and simple luxury.