Brand Tone

Artisanal, Heartfelt, and Principled

Brand Values

• •Family and Heritage
• •Uncompromising Quality
• •Environmental & Social Responsibility
• •Craftsmanship and Innovation
• •Generosity and Connection

Best Practices

• •Always Tell the Story: Anchor the copy in the brand's heritage. Use phrases like "From our Mum's kitchen," "A family recipe," and "25 years of passion" to reinforce authenticity and build an emotional connection.
• •Lead with "Handmade" and "Artisanal": Consistently use language that denotes craftsmanship and premium quality. This justifies the price point and distinguishes the brand from mass-produced alternatives.
• •Connect Product to Purpose: Never let the customer forget the brand's values. Link the enjoyment of the product (the "what") to the reason it exists (the "why")—supporting bees, empowering communities, and protecting the planet. The tagline "Buy any hamper & receive a pack of free seeds for happy bees" is a perfect example of this.
• •Use Warm and Sensory Language: Employ descriptive words that evoke taste, texture, and positive emotions. Terms like "delicious," "creamy," "buttery," "golden honey," "a moment of happiness," and "sharing" make the product and experience more tangible and desirable.
• •Emphasize "Gifting and Sharing": Frame products not just as self-indulgences, but as tools for connection. Position hampers, gift boxes, and even single bars as perfect for celebrating occasions and showing appreciation, reinforcing the brand’s value of generosity.

Social Perception

The public perceives Wedgewood as a premium, proudly South African artisanal brand.

Copy Examples

• •Crafted with Heart, Just Like Mum Used to Make. From our farm kitchen to your family, every piece of Wedgewood nougat is a story of passion. We still use Gilly's original recipe, folding in the finest, ethically sourced honey and hand-cracked nuts. This is more than just a treat; it's a piece of our heritage, made for you to share. #WedgewoodNougat #HandmadeWithLove #FamilyRecipe
• •A Treat For You, A Future For Them. Every bite of our honey nougat supports happy bees. We partner with sustainable beekeepers to ensure our planet's most important pollinators thrive. Enjoy the taste of real, farm-fresh honey and know you're helping us give back to the planet. #1ForThePlanet #HappyBees #SustainableLuxury
• •Indulge in the soft, creamy texture of our artisanal honey nougat. Each small batch is handcrafted with care, blending rich, golden honey with buttery, hand-selected macadamia nuts. With no artificial flavors or preservatives, it’s a pure, delicious experience designed to be savored and shared. A timeless treat, perfected over 25 years.
• •Give More Than a Gift. Give a Story. Searching for a truly special present? Our bespoke hampers are filled with handcrafted nougat and artisanal biscuits, beautifully arranged in boxes made by members of our local community. It's a gift that delights the senses and supports a beautiful cause. Create your own moment of happiness with Wedgewood.
• •25 Years of Passion, People, and Planet. What started in a home kitchen in 1999 has grown into a global brand, thanks to our incredible team of 150+ people. At Wedgewood, our goal has always been to make a difference—from pioneering new recipes to becoming 100% plastic neutral and creating employment through our community projects. We believe in business as a force for good. Thank you to our team, partners, and customers for being part of our journey. #FamilyBusiness #Sustainability #SouthAfricanSuccess