Brand Tone

Dedicated & Principled, Community-Focused, Helpful & Informative, Established & Trustworthy (Historically), Enthusiastic & Passionate

Brand Values

• •Animal Welfare/Cruelty-Free
• •Veganism Advocacy
• •Customer Service (Stated)
• •Quality
• •Community Support
• •Environmental Concern (Implied)

Best Practices

• •Always ensure copy reflects the fundamental principles of being 100% vegan, cruelty-free, and supportive of the vegan community. Every message should resonate with these ethics.
• •Foster a sense of community by using pronouns like "we" and "us" when referring to the brand and the broader vegan movement. Make customers feel part of something bigger.
• •Reassure customers that products meet strict vegan standards, taking the burden of label-checking off them. Highlight the "worry-free" aspect of shopping.
• •Beyond selling, provide helpful information that supports customers in their vegan lifestyle. This reinforces the brand as a knowledgeable and trusted resource, not just a retailer.
• •Given recent customer feedback regarding changes post-acquisition, acknowledging concerns (where appropriate in specific communications) and clearly communicating any improvements or current policies can help rebuild trust and manage perception. If prices are higher, explain the value (e.g., curation, supporting a 100% vegan business).

Social Perception

Historically Respected, Trusted Source for Vegans, Concerns Post-Acquisitions, Convenient One-Stop Shop (for some), Pioneer in Online Vegan Retail

Copy Examples

• •Headline: Your Kitchen, 100% Vegan. Zero Guesswork. Body: Since 1997, we've been dedicated to bringing you the best in cruelty-free living. Shop with confidence, knowing every product is thoroughly vetted. Welcome to the VeganEssentials family – where your choices support a kinder world.
• •Headline: Discover Your New Favorite Vegan Treat (and Support the Movement!) Body: Looking for that special vegan cheese or a hard-to-find snack? We scour the globe for the finest plant-based goodies. Every purchase you make helps grow the vegan community. What will you discover today?
• •Headline: Decades of Dedication. A Future of Flavor. Body: As the longest-operating cruelty-free retailer in the US, we're passionate about making veganism easy and delicious. From pantry staples to exciting new finds, we’re your trusted partner in plant-based living.
• •Headline: More Than Just a Store: It's a Statement. Body: Choosing VeganEssentials means you're investing in a 100% vegan-owned business committed to ethical sourcing and unparalleled quality. We've done the research, so you can enjoy the best of vegan, worry-free.
• •Headline: Still Searching for That Perfect Vegan Product? We've Got You. Body: Navigating the world of vegan options can be overwhelming. At VeganEssentials, we simplify your journey by offering thousands of curated, strictly vegan items all in one place. Let us help you live your best vegan life!