Brand Tone

Passionate, Expert, Quality-Focused, Community-Oriented, Innovative, Practical, Proudly Kiwi

Brand Values

• •Quality
• •Integrity
• •Innovation
• •Passion
• •Community
• •Authenticity/Tradition
• •Customer Success

Best Practices

• •Emphasize Quality and Durability: Consistently highlight the New Zealand design and manufacturing, the premium materials (e.g., "heavy-duty 304L hygienic stainless steel"), and the "built to last" nature of the products.
• •Speak with Passion and Authority: Use evocative language that conveys a genuine love for food smoking ("legendary flavour," "crafting the flavour of the wilderness"). Position the brand as an expert providing not just products but also knowledge and solutions.
• •Foster Community: Encourage user interaction with calls to action like "Join our awesome #SmokaiFamily" and by featuring user-generated content. Use inclusive language that makes customers feel part of a shared passion.
• •Highlight Versatility and Ease of Use: Clearly communicate how Smokai products can be used for various smoking methods (cold and hot) and easily adapted to different setups (BBQs, dedicated smokers, DIY projects). Focus on the practical benefits like "controllable smoke" and "easy to clean".
• •Maintain a Connection to Origins: Subtly weave in the New Zealand heritage and the brand's roots in outdoor pursuits like fishing and hunting, as this resonates with their target audience and reinforces authenticity.

Social Perception

Highly Regarded for Quality & Performance, Innovative and Well-Designed, Reliable & Durable, Versatile, Good Customer Service, Authentic New Zealand Brand, Community Favorite, Considered an Investment.

Copy Examples

• •Headline: Unlock Legendary Flavour. Your Journey to Perfect Smoke Starts Here. Body: At Smokai, we're not just making smoke generators; we're crafting the heart of your next unforgettable meal. Born in New Zealand from a passion for the wild and a dedication to quality, our precision-engineered smokers give you the control to infuse every dish with authentic, wood-fired taste. Join the #SmokaiFamily and transform your grilling into an art form.
• •Headline: Built in NZ. Trusted Worldwide. The Smokai Difference. Body: Why do seasoned pitmasters and backyard heroes alike choose Smokai? It's our relentless commitment to quality – from heavy-duty 304L stainless steel to our innovative modular design. Experience consistent, controllable smoke for perfectly smoked fish, succulent meats, and flavourful cheeses, every single time. Discover the Kiwi ingenuity that's redefining flavour.
• •Headline: More Than Smoke. It's a Tradition, Perfected. Body: We believe the best meals are made with passion and the finest tools. Smokai empowers you to master the ancient art of smoking with modern precision. Whether you're cold smoking delicate salmon or hot smoking a hearty brisket, our generators deliver the rich, natural smoke that elevates good food to legendary status. What will you create?
• •Headline: Your Grill's Best Mate. Unleash its Full Smoking Potential. Body: Think your BBQ is just for grilling? Think again. With a Smokai smoke generator, easily transform your existing kettle, gas grill, or kamado into a serious smoker. Our versatile, easy-to-mount systems are designed for enthusiasts who demand exceptional results and unwavering reliability. Taste the Smokai difference tonight.
• •Headline: Join the Flavour Revolution. #SmokaiFamily Body: From the rugged coastlines of New Zealand to backyards across the globe, a community of passionate food lovers is crafting incredible smoked creations with Smokai. We provide the tools and the know-how; you bring the passion. Share your triumphs and get inspired. Legendary flavour begins with quality smoke – and a family that shares your obsession.