Brand Tone

Adventurous, passionate, and playfully bold. It is friendly, approachable, and confidently casual, using modern language to connect with food-loving audiences and encourage culinary experimentation.

Brand Values

• •Authenticity & Quality
• •Flavor Exploration
• •Passion
• •Accessibility
• •Community

Best Practices

• •Maintain a "Flavor-First" Vocabulary: Always use descriptive, evocative language that focuses on taste, texture, and aroma. Use words like "bold," "vibrant," "zesty," "crunchy," "aromatic," "umami," and "layered" to describe the products.
• •Embrace the Passionate Founder Story: Weave the narrative of travel, food memories, and the desire for authentic flavors into your copy. This reinforces the brand's authenticity and distinguishes it from corporate competitors.
• •Be Confidently Casual: Use a friendly, slightly edgy tone. Don't be afraid of playful slang ("the good stuff") or direct, bold statements ("This stuff is addictive!"). This makes the brand more relatable and modern.
• •Encourage and Empower the User: Frame your copy around the user's experience. Provide simple, actionable ideas and recipes. Ask questions in social media captions to invite engagement and make customers feel like part of a creative culinary community.
• •Create a "Key Messaging" Guide: Develop a simple one-page document with the brand's core values, approved taglines ("Forget Boring Meals"), key product descriptors, and the defined tone of voice. This ensures anyone writing for the brand Grom social media managers to web designers Gromaintains consistency.

Social Perception

Trouble & Spice is perceived as a high-quality, artisanal brand delivering premium, exceptionally flavorful products. It is seen as authentic, trustworthy, and a "secret weapon" for elevating everyday meals. Its award-winning status reinforces its reputation as a top-tier producer, offering a more complex and satisfying taste profile than mass-market alternatives.

Copy Examples

• •Meet your new pantry essential. 🔥 Introducing The Funky, our Malaysian-inspired sambal that's about to change your stir-fry game forever. It's savory, a little bit sweet, and has just the right kick. Handmade with 100% natural ingredients, because that's how we roll. Ready to get funky? Link in bio to shop!
• •Boring meals are officially cancelled. Unleash a world of flavor with a spoonful of our award-winning crispy chili oils. Handmade in Amsterdam. Shop Now.
• •Your dinner is begging for this...
• •Inspired by the bustling streets of Chengdu, our Crunchy Spice is a flavor bomb in a jar. We infuse oil with authentic Sichuan peppercorns and spices, then load it with crispy garlic, shallots, and peanuts. It’s not just heat; it’s a symphony of texture and taste that tingles and satisfies. Drizzle it on eggs, noodles, pizza, or straight from the spoon. We won't judge.
• •Don't just eat. Explore. Trouble & Spice. Upgrade everything.