Brand Tone

Aspirational yet accessible, encouraging and friendly, empowering the home chef. The language is simple, confident, focusing on tangible benefits and practical application.

Brand Values

• •Quality and Premium Experience
• •Practicality and Functional Design
• •Sustainability and Health
• •Support for Local Business

Best Practices

• •Lead with "Why," not just "What": Instead of just saying "this is a chopping board," say "We created a board so you have the space to create freely." Focus on the benefit and the feeling it provides the home chef.
• •Use Aspirational but Inclusive Language: Employ phrases like "Elevate every meal" and "5-star cooking at home" to inspire customers. However, keep the overall tone grounded and accessible to make them feel this level of cooking is within their reach.
• •Emphasize Quality Through Simplicity: The product quality speaks for itself. Use clean, confident, and direct language. Avoid excessive jargon. Let customer testimonials and high-quality imagery reinforce the premium nature of the products.
• •Highlight Practical Benefits: Always connect the product features to a user benefit. "Dishwasher safe" means "effortless cleanup." The "squeezy bottle" means "no-mess cooking." This grounds the aspirational message in everyday reality.
• •Reinforce Core Values: Regularly weave in the brand's values: being Australian-made, eco-conscious, and a small business. This builds a stronger community around the brand and fosters customer loyalty beyond the products themselves.

Social Perception

Overwhelmingly positive. Customers view the brand as a provider of high-end, reliable, and aesthetically pleasing kitchen tools. They are seen as trustworthy and easy to deal with. Products are perceived as a worthwhile investment that enhances the daily cooking experience, fostering strong brand loyalty as a small, local business with a personal touch.

Copy Examples

• •Tired of good recipes being let down by average ingredients? Your pantry deserves an upgrade. Our Main Squeeze EVOO is the liquid gold that will elevate your dishes from everyday to extraordinary. Squeeze the most out of every meal. #SupperSupply #ElevateEveryMeal #AussieMade
• •Stop cramming. Start creating. The Big Board gives you the space you need to chop, slice, and prep like a pro. Made from renewable sugarcane and recycled plastics, it happens to be kinder to your knives and the planet. Ready for a five-star cooking experience? #TheBigBoard #HomeChef #KitchenEssentials
• •Premium Staples for the Modern Kitchen. We make the tools, you make the magic. Shop Australian-made olive oil and more.
• •Your kitchen workflow just got a major glow-up.
• •The secret to better cooking is in your staples.