Brand Tone

Motivational, relatable, enthusiastic, informal, and energetic, emphasizing positivity and community.

Brand Values

• •Accessibility & Achievability
• •Authenticity & Transparency
• •Community & Support
• •Resilience & Empowerment
• •Enjoyment

Best Practices

• •Lead with the Story: Tie content back to the founder's personal transformation journey.
• •Use "Shred Fam" Vernacular: Consistently use brand-specific language like "Shred Fam," "Let's do it," and "Shred in a tasty way."
• •Stay Relatable and Humble: Avoid jargon and frame advice from the perspective of an everyday person.
• •Focus on Flavor and Satisfaction: Highlight the taste and enjoyment of the recipes with descriptive adjectives.
• •Be Enthusiastic and Encouraging: Maintain a positive, high-energy tone using exclamation points and upbeat language.

Social Perception

Highly credible, effective, trustworthy, and relatable; seen as a refreshing and realistic approach to weight loss, delivering on promises of tasty and healthy food.

Copy Examples

• •Tired of boring salads? So was I. That's why I created this High-Protein Creamy Tuscan Chicken pasta. All the flavor that got me through my 78lb weight loss journey, packed into one easy meal. Who said you can't eat good and look good? Join the Shred Fam and prove them wrong. Recipe in the book! #Tastyshreds #HealthyNotBoring #MealPrep
• •I Lost 78 Lbs Without Giving Up Pizza. Here's How.
• •You're 30 minutes away from the best low-calorie, high-protein buffalo chicken wrap of your life. Stop sacrificing flavor to hit your goals. Let's do it.
• •🔥 This isn't a diet. It's a comeback.
• •Get Instant Access to 150+ Recipes and Start Your Journey Today. Shred in a Tasty Way!