Brand Tone

Conscious & Caring, Playful & Approachable, Informative & Transparent, Passionate & Mission-Driven, Confident & Reassuring

Brand Values

• •Health & Wellness
• •Real, Simple Ingredients
• •Taste & Quality
• •Transparency
• •Ethical Sourcing & Sustainability
• •Innovation
• •Guilt-Free Indulgence

Best Practices

• •Emphasize "Less Sugar, Real Ingredients" Authentically: Always lead with the core differentiators of significantly less sugar and the use of simple, recognizable, high-quality ingredients. Avoid jargon; be direct and honest.
• •Maintain a Playful yet Trustworthy Voice: Use upbeat and positive language (like "UNREAL taste," "deliciously rich"). The brand's origin story (founded by brothers) lends itself to a relatable, slightly informal yet sincere tone. Back up playful claims with factual information about ingredients and benefits.
• •Highlight Ethical Choices Clearly and Simply: When mentioning Fair Trade, non-GMO, or organic ingredients, explain briefly why it matters (e.g., "good for our health, the planet, and the farmers"). This reinforces the "caring" aspect of the brand.
• •Focus on Guilt-Free Indulgence: Frame the products as a way for consumers to enjoy beloved treats without the negative aspects of traditional candy. Use language that empowers them to make a choice they feel good about.
• •Be Visually Consistent with Tone: Ensure that all marketing materials, from website copy to social media posts and packaging, reflect the brand's vibrant, clean, and approachable aesthetic. The visuals should support the message of real, simple goodness.

Social Perception

Healthier Alternative, Good Taste (Generally), Trustworthy Ingredients, Premium Product (with a higher price point), Mission-Driven Appreciation

Copy Examples

• •Headline: Taste the UNREAL. Love the Real. Body: Remember those chocolatey favorites you craved as a kid? We do. That's why we remade them with an UNREAL taste, way less sugar, and only simple, real ingredients. No artificial stuff, just pure, delicious joy. Go on, treat yourself (and feel good about it!).
• •Headline: Seriously Good Snacks. Seriously Less Sugar. Body: Indulge your sweet tooth without the sugar overload. UNREAL snacks are crafted with rich fair-trade chocolate and ingredients you can actually pronounce. Up to 51% less sugar than the other guys means all the deliciousness, none of the guilt.
• •Headline: Your Favorite Candies Just Grew Up (Deliciously). Body: We're unjunking the snack world, one delicious bite at a time. From creamy peanut butter cups to rich dark chocolate coconut bars, experience the UNREAL difference. Simple ingredients, Fair Trade chocolate, and a taste that's anything but artificial.
• •Headline: Real Ingredients. UNREAL Taste. Zero Compromises. Body: Why choose between what tastes good and what's good for you? At UNREAL, we believe you deserve both. That's why we use organic, non-GMO ingredients, sustainable sourcing, and way less sugar. The result? Snacks that are simply, well, UNREAL.
• •Headline: Join the Snack Revolution: Less Sugar, More Awesome. Body: Tired of snacks packed with things you can't pronounce? So were we. UNREAL is on a mission to bring you your favorite treats, reinvented. Think bold flavors, simple ingredients, and a commitment to making the world a little sweeter, and a lot more real.