Brand Tone

Innovative and Confident, Clean and Healthy, Mission-Driven and Passionate, Direct and Transparent, Empowering

Brand Values

• •Health: Providing nutrient-dense, allergen-free, and clean-label products.
• •Sustainability: Offering a more environmentally friendly protein source compared to animal agriculture.
• •Innovation: Using "clean, breakthrough technology" to create high-quality meat alternatives.
• •Quality: Refusing to compromise on quality and aiming for the "BEST meat alts in the world."
• •Transparency: Focusing on minimal, recognizable ingredients.
• •No Compromise: Striving for products that deliver on taste, texture, and nutrition without animal products.

Best Practices

• •Be Boldly Innovative: Use confident, forward-thinking language that highlights the cutting-edge nature of the products and the mission to change the food system. Emphasize "breakthrough," "next-generation," and "revolutionary."
• •Prioritize "Clean and Healthy": Consistently use terms like "clean," "minimal ingredients," "natural," "allergen-free," and "nutrient-dense." Avoid overly complex or chemical-sounding descriptions.
• •Stay True to the Mission: Weave in the "why" behind the brand – sustainability, health, and animal welfare. Connect product benefits to these larger values.
• •Focus on the "Meaty" Experience: Use descriptive words that evoke the satisfying taste and texture of meat (e.g., "succulent," "hearty," "meaty chunks") while clearly stating its plant-based origin.
• •Maintain Transparency (Even When Difficult): Be open and honest in all communications. If addressing challenges (as in the case of their shutdown), direct and clear messaging is crucial, even if the news is hard to deliver. This builds trust over time.

Social Perception

Initial Excitement and Support, Product Performance, Industry Challenges, Customer Disappointment, Recognition as a Pioneer

Copy Examples

• •Headline: Real Taste. Real Ingredients. Zero Chicken. Body: Sunfed Chicken Free Chicken™: All the meaty satisfaction you crave, made from the goodness of yellow peas. Clean, lean, and packed with protein. Good for you, good for the planet.
• •Headline: Meet Your New Meaty Mainstay. (It's Made from Plants!) Body: Tired of compromising? Sunfed offers the meatiest, cleanest plant-based proteins on the market. Chicken, beef, bacon – reinvented. Taste the future.
• •Headline: Fuel Your Best Self, Naturally. Body: Sunfed is crafted with minimal, clean ingredients like premium yellow pea protein. No allergens, no GMOs, just pure, powerful plant nutrition for high-performance living.
• •Headline: The Cleanest Meats on the Planet are Plants. Body: We're revolutionizing your plate with Sunfed. Our Chicken Free Chicken™, Bull Free Beef™, and Boar Free Bacon™ are made with breakthrough technology for a taste and texture that’s undeniably meaty, yet entirely plant-based.
• •Headline: No Bull. Just Deliciously Clean Bull Free Beef™. Body: Sear it, stir-fry it, savor it. Sunfed Bull Free Beef™ delivers all the robust flavor and hearty texture you expect, crafted from just a few simple, natural ingredients. Better for you, kinder to the planet.