Brand Tone

humorous, irreverent, and authentic. It speaks the language of its target audience, using local Quebec slang and a conversational style that feels like talking to a friend. There's a palpable sense of local pride and a slightly rebellious, anti-establishment attitude communicated through its witty name and marketing. This combination creates an approachable yet edgy personality that stands out in the crowded hot sauce market.

Brand Values

• •Quebec Identity & Local Sourcing
• •Quality & Craftsmanship
• •Authenticity & Transparency
• •Community
• •Humor & Fun

Best Practices

• •Continue using authentic Quebec French slang and expressions. This is your biggest differentiator and the core of your authentic voice. Avoid generic, international French.
• •Always anchor the brand in its Quebec roots. Mention "Fait au Québec," local ingredients, and partnerships whenever relevant. This is a primary value for your customers.
• •While the tone is irreverent, always bring the message back to the quality of the product. Juxtapose a funny headline with serious points about your fermentation process or ingredient sourcing to reinforce that you are a premium brand.
• •In social media comments and customer service, maintain the friendly, humorous, and informal tone. Answer questions directly and don't be afraid to use emojis and jokes. This builds community and loyalty.
• •Your brand name is a statement. Your copy should match that confidence. Use strong, active verbs and make bold claims about your flavor and heat. Avoid hesitant or overly corporate language at all costs.

Social Perception

The public and customers perceive Tabarnasco as a high-quality, authentic Quebec brand with a "cool" factor. Customers express strong loyalty and often act as brand ambassadors, sharing their experiences online. They are seen as producing genuinely spicy sauces with excellent, unique flavors that stand apart from mass-market competitors. The playful name is well-received and understood within its cultural context, being seen as clever and representative of Quebec's distinct character rather than offensive.

Copy Examples

• •IT'S GONNA GET HOT. Black Garlic & Scorpion is finally here. We fermented black black garlic until it was sweet and caramelized, then put it in a duel with the brutal heat of the scorpion pepper. This is not a joke. The result? A sauce with a heck of a lot of character. Do you dare? Link in bio to order before your neighbor clears out the stock.
• •Tired of sauces that just taste like vinegar? Us too. That's why we created Tabarnasco. Real Quebec peppers, carefully fermented, with no added water. Just big flavor. Kick your meals up a notch.
• •More Québécois than poutine blocking the Turcot Interchange. Sub-headline: 100% local hot sauces, fermented with passion and a touch of irreverence.
• •Forget flowers, say it with spice. 🌶️
• •The "Beginner's Kit" for the brave. Title: Want to get started but scared of getting burned? No problem. Our Starter Pack is the perfect gateway into the world of Tabarnasco. With our Mild, our Classic, and our Not Bad, you can taste the Tabarnasco universe without calling the fire department. (Although... we're not responsible for anything.)