Brand Tone

Passionate & Proud, Wholesome & Health-Conscious, Approachable & Joyful, Authentic & Modern, Community-Oriented & Grateful

Brand Values

• •Quality & Integrity: Using real, high-quality, natural ingredients without fillers or artificial additives is a core principle.
• •Health & Wellness: Providing a "better-for-you," wholesome option is central to their mission.
• •Authenticity & Heritage: Honoring Jamaican culinary traditions while innovating.
• •Inclusivity & Accessibility: Offering a variety of options, including meat and plant-based patties, to ensure there's something for everyone and making patties mainstream.
• •Community & Giving Back: Supporting the community, including donations to shelters, is important to the brand.
• •Resilience & Entrepreneurship: The founder's journey highlights perseverance and redefining expectations.
• •Joy & Comfort: Positioning patties as a source of joyful comfort and nostalgia.

Best Practices

• •Always Emphasize Wholesome Quality: Consistently highlight the use of real, natural ingredients and the absence of artificial additives, fillers, or MSG. This reinforces the core value of health and integrity.
• •Speak with Passion and Pride: Let the founder's passion for creating a better patty and pride in Jamaican heritage shine through. Use enthusiastic and positive language.
• •Be Approachable and Joyful: Use warm, friendly, and inviting language. Connect with the audience by evoking feelings of comfort, joy, and nostalgia associated with patties.
• •Celebrate Community and Culture: Regularly acknowledge and celebrate your Jamaican roots, the community that supports the brand, and the joy of sharing good food. This includes highlighting being a Black-owned, woman-led business.
• •Maintain Visual Consistency: Ensure that all visuals (photography, graphics) align with the brand's image – vibrant, high-quality, and appetizing, reflecting the "proper" and premium nature of the patties.

Social Perception

Customers perceive StushPatties as a premium, high-quality product that offers a healthier and more gourmet version of the traditional Jamaican patty. They are recognized for their delicious taste, flaky pastry, and generous, flavorful fillings. The use of natural ingredients and the availability of vegan options are highly valued. The brand is seen as an inspiring Black-owned, woman-led business that is successfully bringing a beloved cultural food to a wider, more health-conscious audience. While some acknowledge the higher price point, many feel the quality justifies the cost. There is an appreciation for their commitment to community and authentic flavors.

Copy Examples

• •Instagram Post (Image: Close-up of a golden Stush Patty broken open, revealing a steamy, generous filling): Text: Real ingredients, real flavour, real joy. ✨ That's the StushPatties promise. We're taking the Jamaican patty to new heights with wholesome goodness in every bite. No fillers, no fakes – just proper patties, made with love. Who’s hungry? #StushPatties #ProperPatties #RealFoodRealFlavor #JamaicanCuisineElevated #EatGoodFeelGood
• •Facebook Ad (Carousel showing different patty varieties – Beef, Jerk Chicken, Lentil & Veggie): Headline: Taste the Tradition, Love the Goodness! Body: From classic Beef to fiery Jerk Chicken and hearty plant-based Lentil & Veggie, StushPatties offers a lovingly crafted patty for every craving. We use only the finest, natural ingredients because you deserve a snack (or meal!) that’s as wholesome as it is delicious. Find your new favourite today! #StushPatties #WholesomeGoodness #JamaicanFlavour #VeganOptions #QualityIngredients
• •TikTok Video Script (Upbeat music, quick cuts showing patties being enjoyed in different settings – a quick lunch, a picnic, a party): Voiceover/Text Overlay: Meet your new craving! StushPatties: ✔️ Authentic Jamaican taste ✔️ Made with REAL ingredients ✔️ Meat AND Vegan options! ✔️ No MSG, no fillers, ALL flavour! Grab a Stush Patty and make any moment delicious! #StushPatty #BestPattyEver #SnackAttack #TorontoFood #JamaicanFoodLove
• •Website Banner Text: StushPatties: The Jamaican Patty, Reimagined. Discover the delicious difference of real, wholesome ingredients and authentic Caribbean flavour. It's not just a patty, it's a Stush Patty. [Inspired by 1, 2, 32]
• •Email Newsletter Snippet (Subject: More Than Just a Patty - It's a Stush Experience!): Hey Patty Lovers, Ever wonder what makes a Stush Patty so special? It's our passion for authentic Jamaican flavours, our commitment to using only natural, wholesome ingredients (no shortcuts here!), and our belief that everyone deserves to enjoy food that’s both incredibly tasty and made with integrity. From our kitchen to yours, experience the joy of a proper patty. [Link to 'Our Story' and 'Shop Now'] #StushPatties #PassionForFood #CommunityLove #HealthyIndulgence [Inspired by 1, 12]