Brand Tone

Aspirational and authentic, blending reverence for nature and tradition with a modern, health-conscious lifestyle. It is educational without being overly scientific, and welcoming without being overly casual, aiming to inspire trust and convey premium quality rooted in genuine, natural processes.

Brand Values

• •Purity and Authenticity
• •Heritage and Culture
• •Wellness and Health
• •Sustainability and Respect for Nature
• •Transparency

Best Practices

• •Always Weave in the Brand Story: Every piece of copy should, in some way, connect back to the core narrative of purity, heritage, and wellness.
• •Use a Mix of Aspirational and Educational Language: Inspire your audience with the lifestyle your product supports, while also educating them on the tangible benefits and reasons to trust your brand (like UMF/MGO ratings).
• •Maintain a Consistent Visual and Verbal Palette: Ensure that the language used in your copy aligns with the natural, clean, and premium aesthetic of your visual branding.
• •Incorporate Māori Heritage Respectfully: Continue to use Māori words and concepts where appropriate to reinforce the brand's connection to New Zealand's culture, ensuring proper usage and context.
• •Encourage and Share Customer Stories: As the brand grows, actively seek out and share testimonials and user-generated content that aligns with your brand values. This will help build social proof and reinforce your brand's perception from an authentic, third-party perspective.

Social Perception

Customers perceive the brand as trustworthy, high-quality, and deeply rooted in New Zealand's unique natural environment, appealing to health-conscious individuals who appreciate natural and premium products.

Copy Examples

• •From the pristine landscapes of New Zealand to your table. Every jar of our Mānuka honey is a taste of nature's purity. #ThePowerOfMānuka #PureNewZealand #MānukaHoney
• •Elevate your wellness journey. Discover the natural potency of authentic Mānuka honey and embrace a healthier lifestyle, powered by nature.
• •UMF 15+ Certified and rich in MGO, our Mānuka honey is a testament to our commitment to authenticity. We trace every drop from hive to home, ensuring you receive the purest product nature has to offer.
• •The Power of Mānuka is more than just honey; it's a legacy. A story of family, tradition, and a deep respect for the land that has been passed down through generations. Taste the heritage in every spoonful.
• •In the heart of New Zealand, nature provides a powerful gift. The Power of Mānuka. Pure, potent, and packed with the goodness of the wild. Elevate your well-being, naturally.