Brand Tone

Authentic & Passionate, Artisanal & Quality-Focused, Welcoming & Community-Oriented, Inspiring & Approachable, Warm & Nostalgic

Brand Values

• •Authenticity: Staying true to Italian heritage and traditional pasta-making.
• •Quality: Using fresh, high-quality ingredients and meticulous handmade techniques.
• •Passion: A deep love for food, cooking, and sharing it with others.
• •Community: Building relationships with customers and creating a welcoming environment.
• •Craftsmanship: The art and skill of making pasta by hand.

Best Practices

• •Embrace Storytelling: Share anecdotes about Italian food traditions, the inspiration behind recipes, or the process of making pasta. Melissa Meo's family history is a rich source for this. Use language that evokes warmth and nostalgia.
• •Highlight Freshness and Craftsmanship: Consistently use terms like 'handmade,' 'fresh daily,' 'artisanal,' 'traditional methods,' and 'locally sourced' where applicable. Visuals should always support this.
• •Be Welcoming and Engaging: Write captions and responses as if you're speaking to a friend or a valued member of your community. Encourage interaction, ask questions, and share tips or serving suggestions. Reflect the desire to help customers create great meals.
• •Use Authentic Italian Terminology (with clarity): Incorporate Italian names for pasta shapes (e.g., pappardelle, rigatoni, bomboloni) and dishes, but provide simple explanations or context so it remains accessible and inviting, not intimidating.
• •Maintain Visual Consistency: Ensure that all visuals (photos, videos) align with the brand's artisanal, authentic, and high-quality aesthetic. Food should look fresh, appealing, and generously portioned, often with a slightly rustic, homely feel.

Social Perception

Stracci is perceived as a provider of high-quality, authentic, fresh handmade pasta and Italian deli goods. Customers appreciate the taste, the freshness of the ingredients, and the traditional approach. The owner, Melissa Meo, is seen as passionate and personally invested in the business and its connection to her Italian heritage. It's viewed as a local gem that brings a taste of Italy to the neighborhood, encouraging home cooking with quality products. There's an appreciation for the "no-frills" but high-quality approach.

Copy Examples

• •Headline: Taste the Tradition. Love the Freshness. Body: Each strand of our pasta is a story of Italian heritage, handmade daily with passion and the finest local ingredients. Bring home Stracci tonight and create your own delicious memories. #StracciPasta #HandmadeGoodness #FreshPastaSpecialists
• •Headline: From Our Kitchen to Yours, With Amore. Body: Remember Sunday lunches at Nonna's? We pour that same love and tradition into every batch of pasta and sauce. Come in, chat with us, and let's plan your perfect Italian meal. #StracciDelicatessen #ItalianHeritage #AuthenticFlavours
• •Headline: Simple Ingredients. Extraordinary Meals. Body: Discover the joy of real, fresh pasta. Our daily selection is ready for your culinary creations. Paired with our house-made ragu or a simple drizzle of olive oil, it’s perfection on a plate. Pop by our Westmere deli! #FreshPasta #WestmereEats #StracciNZ
• •Headline: More Than Just Pasta, It's a Passion. Body: Melissa's family has been making pasta for generations, and that passion is kneaded into every shape we create. Visit Stracci and experience the difference that true dedication to craft makes. #ArtisanPasta #PassionForFood #StracciStory
• •Headline: Your Daily Dose of Deliciously Italian. Body: Freshly baked focaccia sandwiches, aromatic Ozone coffee, and of course, mountains of handmade pasta. Your Westmere go-to for an authentic Italian escape, any time of day. #ItalianDeli #AucklandFood #StracciDaily