Brand Tone

rebellious, empowering, and playful

Brand Values

• •Transparency
• •Health & Nutrition
• •Innovation
• •Empowerment
• •Quality

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission. Start with the problem ("Snacking is broken," "Tired of guilty pleasures?") and present the brand as the solution.
• •Use Empowering Language: Employ active, confident, and direct verbs. Phrases like "Demand your right," "Embrace your crave," and "Rewrite the rules" reinforce the brand's challenger identity.
• •Be Transparent and Specific: Don't just say "healthy." Mention the specifics: "84% popped lentils," "high in plant-based protein," "low in sugar," "short ingredient list." This builds trust and credibility.
• •Maintain a Rebellious but Playful Tone: Juxtapose serious statements about the food industry with a fun, unapologetic love for snacking. Use vibrant visuals and energetic language to keep the tone from becoming preachy.
• •Keep it Guilt-Free: Frame the conversation around positivity and enjoyment. Avoid "diet" or "restriction" language. The key message is that you can have a delicious snack that is also good for you, eliminating the need for guilt.

Social Perception

The public perceives The Organic Crave as a healthy and trustworthy alternative to conventional snacks. Customers appreciate the taste and the fact that the products are organic, protein-rich, and guilt-free. The brand is seen as a positive force for change in the snack industry, offering products that don't force a compromise between flavor and health. They are recognized as a Danish brand with a growing international presence.

Copy Examples

• •Snacking isn't a sin. Your snack's ingredients might be. It's time to demand better. #CraveMore
• •That 3 PM slump is calling. Answer it with a crunch that's packed with protein, not guilt. Our Sour Cream & Onion lentil chips are 84% popped lentils and 100% delicious.
• •Welcome to the snacking revolution. We're breaking up with bad ingredients and embracing the crave. Are you with us?
• •Real ingredients. Unreal flavor. Our Sweet Chili protein chips are made with organic lentils, a touch of sunflower oil, and a perfect blend of spices. That's it. No artificial anything, no gluten, just pure, crunchy satisfaction.
• •Why settle for "cheat days"? With The Organic Crave, every day is a treat day. Snack boldly, live fully.