Brand Tone

passionate, educational, community-focused, approachable, enthusiastic, demystifying, inviting, inspiring, playful, and quirky

Brand Values

• •Education and Accessibility
• •Sustainability and Ecology
• •Community and Collaboration
• •Quality and Craftsmanship
• •Innovation and Creativity

Best Practices

• •Lead with Passion and Purpose: Always anchor your copy in the "why" behind the brand. Start with the passion for fungi, the commitment to sustainability, or the joy of education before diving into product specifics. This reinforces the brand's core values.
• •Educate, Don't Just Sell: Frame products and services as tools for discovery and learning. A grow kit isn't just a product; it's an "experience" or a "front-row seat to the magic of mycelium." A workshop is an "adventure." This empowers the customer and builds a deeper connection.
• •Use Inclusive, Community-Centric Language: Employ terms like "Join us," "we," "together," and address the audience as fellow enthusiasts ("fungi fanatics," "growers," "myco-family"). This fosters a sense of belonging and reinforces the community value.
• •Embrace Your Unique Story: Regularly weave the brand's narrative into the copy. Mentioning the founder's background, the "basement farm" origins, or specific community collaborations makes the brand more memorable, authentic, and distinct from competitors.
• •Maintain an Approachable Expert Tone: Balance expert knowledge with simple, encouraging language. Explain the benefits of fungi or the process of cultivation in a way that is exciting, not intimidating. This "demystifies" the topic and makes customers feel capable and inspired to engage.

Social Perception

authentic, grassroots, integral to Manchester's independent food scene, expert DIY growers fostering a movement, educators, community builders, highly credible, popular workshop hosts, high-quality trusted producer, passionate, knowledgeable, and making a significant cultural and ecological contribution

Copy Examples

• •Headline: Your kitchen counter is about to become your favorite farm. Body: Ready to harvest your own gourmet Lion's Mane? Our all-in-one grow kits make it simple, fun, and so rewarding. We provide everything you need to go from kit to kitchen in just a few weeks. It's more than just food; it's a front-row seat to the magic of mycelium. #stockportfungi #GrowYourOwn #UrbanFarming #LionsMane
• •Headline: Learn, Grow, Create: Our Outdoor Mushroom Cultivation Workshop is Back! Body: Ever wanted to grow your own mushrooms for years to come? Join us for our hands-on workshop and we'll teach you how to inoculate logs and outdoor beds with gourmet and medicinal mushrooms. Perfect for beginners and seasoned gardeners alike. Let's demystify mycology together and turn your garden into a perennial source of fungi. Limited spots available—book yours now! #MushroomWorkshop #ManchesterEvents #DIYFungi #LearnToGrow
• •Headline: Wellness, Bottled. Body: Harness the power of fungi with our small-batch mushroom tinctures. Grown with care on our city farm and extracted for maximum benefit, our Lion's Mane and Reishi tinctures are a simple way to support your daily focus and well-being. Explore the ancient wisdom of medicinal mushrooms. #MushroomTincture #NaturalWellness #Reishi #MadeInManchester
• •Subject: It's About More Than Mushrooms. Body: When we started Stockport Fungi, we knew we were passionate about cultivation. What we didn't expect was the incredible community that would grow alongside it. From supplying our favorite local chefs to seeing your faces at our workshops, you are the reason we do what we do. Thank you for being part of our network of fungi fanatics. P.S. Don't forget our free Mushroom Book Club next Tuesday! #FungiFamily #CommunityLove
• •Visual: A short video clip of their mushrooms being prepped in a restaurant kitchen. Text Overlay: From our farm to their phenomenal plates! We love seeing our fungi featured on the menu at [tag restaurant]. It's collaborations like these that fuel Manchester's amazing food scene. #SupportLocal #MCRFoodie #GourmetMushrooms