Brand Tone

Inspirational and Creative, Approachable yet Premium, Vibrant and Flavorful, Knowledgeable and Authoritative, Engaging and Community-Oriented, Professional and Industry-Focused

Brand Values

• •Quality
• •Innovation
• •Versatility & Creativity
• •Customer Focus/Partnership
• •Authenticity
• •Passion for Flavor
• •Sustainability

Best Practices

• •Develop a Brand Voice Guide: Create a document that clearly defines Monin's tone, values, personality, do's and don'ts, and specific vocabulary. This guide should be accessible to everyone creating content.
• •Focus on Sensory Language: Use descriptive words that evoke taste, aroma, and visual appeal, aligning with Monin's product nature. Words like "vibrant," "zesty," "rich," "smooth," "aromatic," "bursting with flavor" are good examples.
• •Prioritize Inspiration and Empowerment: Frame copy to encourage customers to experiment and be creative. Use questions, suggest possibilities, and highlight the transformative power of flavor.
• •Balance Professionalism with Approachability: While showcasing expertise and quality, ensure the language remains accessible and inviting to a broad audience, from professional chefs to home mixologists. Avoid overly technical jargon unless addressing a purely B2B, highly specialized audience.
• •Be Consistent Across Platforms, Adapt for Nuance: While the core tone should remain consistent, allow for slight adaptations based on the platform and audience (e.g., more playful on TikTok, more professional on LinkedIn). The underlying values and brand personality should always shine through. Regularly review content across all channels to ensure alignment.

Social Perception

A Respected and Established Brand, High-Quality, Innovative, Versatile, Inspiring

Copy Examples

• •Product Spotlight (Instagram/Facebook): Unlock a world of vibrant taste. ✨ Our new [Flavor Name] Syrup is crafted with the purest [Main Ingredient], ready to transform your lattes, lemonades, and everything in between. What will you create today? #Monin #FlavorInspiration #NewFlavor #Drinkstagram
• •Recipe Idea (Pinterest/Blog): Escape to the tropics with this Coconut & Lime Cooler! 🌴 Just a splash of Monin Coconut Syrup and a hint of our zesty Lime Puree is all it takes. Pure bliss, purely Monin. Find the full recipe on our website! #MoninRecipes #TropicalDrinks #CocktailHour #EasyRecipes #PremiumFlavor
• •B2B Focus (LinkedIn): Empowering beverage professionals with unmatched flavor innovation. Monin's extensive portfolio and commitment to quality ensure your creations always stand out. Discover how our solutions can elevate your menu. #MoninPro #BeverageIndustry #FlavorExperts #CafeSolutions #BarInnovation
• •Community Engagement (TikTok/Instagram Reel caption): You showed us your amazing #MoninCreations, and we're obsessed! 😍 Keep tagging us in your flavorful masterpieces for a chance to be featured. Let's make every sip an adventure! #MoninCommunity #UserGeneratedContent #FlavorChallenge #DrinkArt
• •Brand Story Snippet (Website/About Us): For over a century, Monin has been driven by a passion for authentic flavor. From our family roots to your glass, we're dedicated to providing the highest quality ingredients to inspire moments of delicious creativity worldwide. Taste the Monin difference. #MoninHeritage #QualityIngredients #PassionForFlavor #GlobalBrand