Brand Tone

friendly, fresh, and aspirational

Brand Values

• •Freshness
• •Quality
• •Health & Wholesomeness
• •Community
• •Customer Focus & Connection
• •Passion
• •Innovation & Growth
• •Accessibility & Convenience

Best Practices

• •Develop a Brand Voice Guide: Create a comprehensive document detailing the brand's tone (friendly, fresh, aspirational), personality traits (passionate, vibrant, community-focused), approved vocabulary (e.g., "killer coffee," "wholesome," "goodness"), and "words to avoid." Share this with everyone who creates content.
• •Focus on "Freshness" and "Quality": Consistently weave these core values into your messaging. Use descriptive language that evokes the senses – the crispness of salads, the aroma of coffee, the vibrancy of ingredients.
• •Emphasize Connection and Community: Use inclusive language ("our family," "join us"). Highlight stories of local sourcing, team members, or community involvement to foster a sense of belonging.
• •Maintain an Uplifting and Positive Vibe: Frame messages in an optimistic and encouraging way. Focus on the benefits of healthy eating and the joy of good food and coffee. Even when addressing practicalities like promotions, keep the language light and engaging.
• •Be Authentic and Relatable: While aspirational, ensure the tone remains grounded and approachable. Share genuine passion for the products and the customer experience. Avoid overly corporate or generic language. The "Soul Story" is a good example of this.

Social Perception

Soul Origin is generally perceived as a provider of fresh, healthy fast-food options and quality coffee. Customers appreciate the taste and freshness of the food. The brand is recognized for its rapid growth and expanding presence across Australia and now New Zealand. The recent rebranding efforts are aimed at strengthening its identity, particularly its coffee credentials, and creating a more modern and inviting atmosphere. While there are some criticisms regarding app functionality and occasionally price/portion, the overall sentiment leans positive, especially regarding product quality. Franchisees often view the brand positively, citing strong support and a successful business model. The brand is seen as an active player in the QSR market, adapting to trends and customer demands.

Copy Examples

• •Headline: Your Daily Dose of Delicious, Done Right. Body: Kickstart your day or power through your afternoon with Soul Origin. We're passionate about crafting fresh, flavourful food and exceptional coffee that not only tastes good but makes you feel good too. Goodness in, goodness out. That's our promise. Call to Action: Find your nearest Soul Origin & taste the freshness!
• •Headline: Real Ingredients. Real Flavour. Real Good. Body: At Soul Origin, we believe in the power of real food. From locally sourced produce to our expertly brewed coffee, every bite and sip is packed with quality you can taste. Join the Soul Origin family and discover your new favourite fresh meal. Call to Action: Explore Our Menu!
• •Headline: More Than Just a Meal, It's a Moment. Body: We're crafting more than just salads and sandwiches; we're creating moments of pure, wholesome enjoyment. Whether it's your morning coffee ritual or a vibrant lunch break, find your feel-good with Soul Origin. Call to Action: Experience Soul Origin Today!
• •Headline: Coffee That Clicks. Food That Fuels. Body: Seriously good coffee and food that loves you back. Our baristas are passionate, our ingredients are fresh, and our mission is simple: to serve up happiness, one cup and one meal at a time. Ready for a taste of something better? Call to Action: Get Your Soul Origin Fix!
• •Headline: Fresh Ideas for Your Everyday. Body: Tired of the same old? Soul Origin brings you exciting, delicious, and wholesome options made fresh daily. From vibrant salads to hearty wraps and our signature "killer" coffee, we're here to brighten your plate and your day. Call to Action: Discover What's New!