Brand Tone

Passionate & Traditional: friendly, knowledgeable, confident, personal, rooted in family heritage, voice of a trusted local expert.

Brand Values

• •Heritage & Tradition
• •Quality & Artisanship
• •Community & Service
• •Abundance & Generosity

Best Practices

• •Lead with Heritage: Always weave the "family-run" and "40 years of tradition" narrative into your copy. It's your strongest differentiator and builds immediate trust.
• •Use Confident, Passionate Language: Use descriptive adjectives that convey quality and flavor (e.g., "robust," "creamy," "artisanal," "hand-selected"). Speak like a proud expert, not just a seller.
• •Keep it Warm and Accessible: While the products are premium, the tone should remain welcoming. Use friendly language ("Stop by," "Let us pack your basket") and emojis where appropriate on social media to feel approachable.
• •Focus on the Occasion: Connect your products to an experience. Instead of just selling cheese, sell "the perfect picnic" or "an unforgettable celebration." This helps customers visualize using your products.
• •Maintain Visual Consistency: Ensure all photography reflects the brand values of quality, abundance, and tradition. Photos should be bright, fresh, and generous, matching the overflowing, high-quality perception of the brand.

Social Perception

Premium, reliable, and authentic European-style delicatessen. Viewed as a go-to destination for high-quality picnic, entertaining, or specialty food items. Customers trust the quality and see the deli as an integral and bustling part of the South Melbourne Market experience. The long history contributes to trustworthiness and expertise in fine foods.

Copy Examples

• •Planning a weekend picnic? Let us pack the basket. Our European Grazing Box is filled with 40 years of family tradition, from sharp cheddar to silky prosciutto. Stop by our counter at the South Melbourne Market and taste the heritage.
• •Your event deserves more than just food; it deserves a centerpiece. Our custom Cheese Towers are handcrafted with the finest local and imported cheeses. From weddings to corporate events, make a statement with Theo's Deli. Enquire on our website.
• •Just in: A wheel of creamy, decadent French D'affinois. Perfect for melting on fresh sourdough or as the star of your next cheese board. Come get your slice of heaven before it s gone!
• •We re more than a deli. We are a family tradition. For over four decades, we've been slicing, sourcing, and sharing the best gourmet foods with the Melbourne community. Thank you for being part of our story.
• •Don't let a busy schedule stop you from enjoying the best. Get our famous grazing boxes, artisanal breads, and hand-selected smallgoods delivered right to your door. Order online by 8 pm for next-day delivery.