Brand Tone

friendly, encouraging, passionate, approachable, educational, positive, inclusive, focused on the enjoyment of food, making cooking feel like a fun and achievable adventure.

Brand Values

• •Discovery
• •Convenience
• •Quality
• •Community
• •Joy

Best Practices

• •Always Use Encouraging Language: Frame cooking as a fun and rewarding activity. Use words like "discover," "create," "enjoy," and "explore." Avoid language that makes veganism seem difficult or restrictive.
• •Ask Engaging Questions: Foster your community by always including a question in your social media captions. This invites interaction and makes your audience feel like part of a conversation (e.g., "What are your go-to kitchen spices?", "Tag a friend you'd share this with!").
• •Focus on Sensory Details: Describe the food, not just the ingredients. Use evocative words that appeal to taste, smell, and sight. "Creamy coconut sauce," "crispy golden tofu," "fresh aromatic herbs" are more compelling than just listing the contents.
• •Maintain a Positive and Inclusive Tone: Your copy should welcome everyone, from the "vegan-curious" to the lifelong vegan. Celebrate the food and the experience without judgment or exclusivity. The goal is to share joy, not to preach.
• •Show, Don't Just Tell: Accompany your copy with high-quality visuals (photos and videos) that show the process and the delicious end result. Your text should complement the visuals, telling the story behind the dish and explaining how easy it is for the customer to replicate it.

Social Perception

authentic, valuable, trustworthy guide to vegan cooking, innovative for its discovery box concept, respected for quality and community engagement, perceived as a passionate team dedicated to the vegan lifestyle.

Copy Examples

• •Tired of the same old dinner routine? 🌶️ Let's transport your kitchen to Thailand! Our new Thai Green Curry Box has everything you need to create this aromatic masterpiece in under 30 minutes. Swipe to see the magic inside! What's your favorite comfort food to cook? #VeganDurchDeutschland #VeganKochen #Entdeckerbox
• •From our box to your table, a delicious vegan adventure awaits! ✨ 'vegan durch deutschland' delivers perfectly portioned ingredients and inspiring recipes right to your door. Stop wondering 'what's for dinner?' and start discovering. Get your first Discovery Box today!
• •Your Journey into Flavor. Discover the joy of vegan cooking with our curated recipe boxes. Simple. Delicious. Delivered.
• •Psst... A New Recipe Box Just Dropped! (It's a Pasta Lover's Dream 😍)
• •Who says you need meat for a juicy, satisfying burger? We're here to prove that a plant-based burger can be the star of any barbecue. Firing up the grill (or stove) should be fun, so we've gathered our five most essential tips to help you build the vegan burger of your dreams. Let's get cooking!