Brand Tone

Warm, Trustworthy, and Family-Oriented

Brand Values

• •Family and Togetherness
• •Authenticity
• •Convenience and Quality
• •Community and Social Responsibility
• •Health

Best Practices

• •Lead with the 'Why': Always connect the product back to the core value of family and togetherness. Start with the emotional benefit (e.g., 'Bring your family closer') before detailing the features (e.g., 'with our easy meal kits').
• •Use Storytelling: Incorporate the founders' personal stories and the family traditions behind the recipes to build a genuine and trustworthy connection with the audience.
• •Emphasize Authenticity: Use words like 'authentic,' 'traditional,' 'heritage,' and 'from Teta's kitchen' to reinforce the brand's commitment to real, time-honored flavors.
• •Highlight Community and Values: Regularly communicate the brand's social and environmental commitments, such as supporting local suppliers and donating meals. This builds a stronger, value-aligned customer base.
• •Maintain a Warm and Inviting Tone: Write in a conversational and friendly manner. Address the customer directly ('you,' 'your family') to create a personal and welcoming feel across all platforms.

Social Perception

The public perceives Sumac as a reliable and high-quality service that delivers on its promise of delicious, easy-to-prepare meals. Customers appreciate the authentic taste that reminds them of home cooking. The brand is seen as a wholesome and community-oriented business, which is reinforced by its partnerships and social initiatives. The non-subscription model is a key differentiator, likely appealing to customers who want flexibility.

Copy Examples

• •Busy weeknights? Don't settle for takeout. Bring the family together for a delicious, home-cooked meal in under 30 minutes. Our ready-to-cook meal kits provide fresh, authentic flavors without the fuss. #SumacCooking #FamilyDinner
• •Authentic Flavors, Modern Convenience. Experience the taste of tradition, delivered to your door. From our family's kitchen to yours.
• •Taste the heart of Palestine with our signature Musakhan. Made with authentic sumac and the freshest ingredients, it es a dish that tells a story. Ready to create your own memories? Order your kit today.
• •Less Time Prepping, More Time Connecting.
• •A meal for you, a meal for them. With every Sumac order, you re not just feeding your family esou re helping us fight hunger in our community. Join the Sumac Mission.