Brand Tone

Artisanal, Passionate, Community-Focused, Innovative, Hip, Casual-Chic, Transparency

Brand Values

• •Quality & Craftsmanship: Emphasis on artisanal, small-batch jams, fresh, seasonal, and locally sourced ingredients, and unique recipes. "Preserving and squirreling away not only the season but also produce that might've been on its last legs."
• •Innovation & Creativity: Known for "New California Cooking" and unexpected flavor combinations. "There's so much joy in the fact that we have the freedom to do a pancake, but instead of being a normal pancake, it's made with cactus flour."
• •Community: Positioned as a neighborhood spot and a place for community gathering. Working directly with farmers. "Sqirl became a project based on the neighborhood."
• •Sustainability/Waste Reduction (pre-controversy mentions): Using "ugly produce" and minimizing waste in the kitchen.
• •Integrity & Honesty: The "moldgate" scandal severely challenged perceptions of Sqirl's commitment to quality and safety.
• •Ethical Treatment of Employees & Fairness: Allegations of an unsafe work environment and lack of credit for employees, particularly BIPOC staff, questioned their commitment to their team and fairness.
• •Transparency: The existence of an "illegal kitchen" hidden from health inspectors was a major point of contention.

Best Practices

• •Develop Clear Brand Voice Guidelines: Document the desired tone (e.g., "Artisanal, Transparent, Humbly Confident, Community-Oriented"), including an approved vocabulary list, "do's and don'ts" for language, and examples of on-brand copy. This ensures everyone creating content is aligned.
• •Acknowledge the Past, Focus on Present Actions: Given Sqirl's history, copy should not ignore the past entirely but should subtly demonstrate learning and improvement through a focus on current quality control, ethical sourcing, and positive community engagement. Avoid overly defensive or boastful language; instead, let the actions and product quality speak.
• •Prioritize Honesty and Transparency: In all communications, be forthright about ingredients, processes (where appropriate without giving away trade secrets), and farmer partnerships. This builds credibility and directly addresses previous concerns. If a mistake is made, address it openly and honestly.
• •Emphasize Sensory Language and Storytelling: Sqirl's core products are food-based. Use vivid, sensory language to describe the taste, texture, and aroma of the jams and dishes. Tell the stories behind the ingredients, the farmers, and the inspiration for recipes to connect emotionally with the audience.
• •Maintain Consistency Across All Channels: Ensure the brand voice is consistent across the website, social media posts, email newsletters, product descriptions, and any in-store signage or menus. Regular internal reviews of published content can help maintain this consistency.

Social Perception

Sqirl continues to operate its restaurant and sell its jams. Their website and social media showcase an ongoing business with new products and collaborations. There appears to be an effort to rebuild trust by emphasizing quality control and direct farmer relationships.

Copy Examples

• •Headline: Rooted in Craft. Crafted for You. Body: "From sun-ripened California fruit to your morning table. At Sqirl, every jar of jam is a testament to our dedication to artisanal methods and the vibrant flavors of the season. We partner directly with local farmers, ensuring every spoonful is bursting with freshness and integrity. Taste the difference dedication makes. #SqirlJam #ArtisanalGoodness #FarmToJar"
• •Headline: The Art of Preservation, Perfected. Body: "It’s more than just jam; it’s a tradition we cherish. We meticulously select the finest local produce, combine unique flavors, and preserve them with care in our state-of-the-art facility. Discover the vibrant taste of Sqirl – where every batch tells a story of quality and passion. Explore our seasonal selections online. [Link] #SqirlPreserves #CaliforniaFlavors #SmallBatch"
• •Headline: Transparency You Can Taste. Body: "We believe in honest ingredients and open practices. Our commitment to quality means sourcing directly from farmers we trust and crafting our jams with meticulous attention to detail. We're rebuilding, with a renewed focus on what matters most: delicious food, made right. Learn more about our process and our partners. #SqirlCommitment #QualityIngredients #MadeInLA"
• •Headline: Flavor Forward. Community Focused. Body: "Sqirl has always been about more than just food; it’s about the connections we build – with our farmers, our team, and you. We're dedicated to bringing you innovative flavors born from California's bounty, crafted with care and a renewed commitment to our community. Join us on this flavorful journey. #SqirlCommunity #EatLocalLA #FlavorExplosion"
• •Headline: Back to a Bright Future: Fresh Starts & Fresh Jam. Body: "Remember the taste of sunshine in a jar? We’re still capturing it. With a renewed focus on quality, transparency, and the vibrant spirit of LA, Sqirl is dedicated to crafting the jams and dishes you love, better than ever. Every day is a fresh start. #SqirlRenewal #CaliforniaFresh #JamLove"