Brand Tone

Restaurant: Health-conscious, Wholesome, Approachable & Friendly, Value-oriented. Baking Supplies: Reliable & Traditional, Supportive & Community-focused, Accessible & Comprehensive, Informative.

Brand Values

• •Health & Wellness (Restaurant)
• •Quality (Both)
• •Affordability (Both)
• •Tradition & Heritage (Baking Supplies)
• •Community Support (Baking Supplies)
• •Customer Care (Both)

Best Practices

• •Develop Clear Brand Voice Guidelines: Document the specific tones for the restaurant and baking supplies (e.g., Restaurant: "Nourishing, vibrant, friendly"; Baking Supplies: "Trustworthy, supportive, expert"). Include examples of do's and don'ts.
• •Understand Your Audience Segments: Tailor the tone slightly for each target audience. A busy professional looking for a quick healthy lunch (restaurant) will respond to different cues than a passionate home baker sourcing ingredients (baking supplies).
• •Prioritize Key Values in Messaging: Consistently weave in core values like "health," "quality," and "affordability" into the copy, adapting the language to suit the specific offering (meal vs. ingredient).
• •Maintain Visual Consistency: Ensure that the tone of the copy is reflected in the accompanying visuals. Healthy, vibrant images for the restaurant; quality-focused, perhaps slightly nostalgic or community-oriented images for baking supplies.
• •Train and Align Your Team: Ensure everyone involved in content creation, from social media managers to website copywriters, understands and can consistently apply the brand's tone of voice. Regular reviews and feedback sessions can help maintain alignment.

Social Perception

Restaurant: Generally perceived as a good option for healthy and quick meals, particularly in business districts. Baking Supplies: Viewed as a reliable and comprehensive source for baking ingredients, catering to both professionals and hobbyists.

Copy Examples

• •Fuel your day the wholesome way! 🌱 Our vibrant grain bowls are packed with fresh greens, lean protein, and all the goodness you need to eat well and be well. Swing by Wheat and taste the difference! #HealthyEating #SingaporeFood #EatWellBeWell
• •Deliciously healthy doesn't have to break the bank! At Wheat, enjoy flavourful, MSG-free meals made with love and fresh ingredients, all at a price that makes your wallet happy too. Your body (and budget) will thank you! #AffordableHealth #SGFoodie #NoMSG
• •From our heritage rooted in Singapore's baking history since 1947 to your kitchen today, Wheat delivers quality baking essentials you can trust. Let's bake something amazing together! Shop our extensive range online at wheatsg.com. #BakingSuppliesSG #SupportLocalBakers #WheatHeritage
• •Unleash your inner pastry chef! 🎂 Whether you're a seasoned pro or just starting your baking journey, wheatsg.com has everything you need – from specialty flours to decadent chocolates and handy baking tips. Explore our collection and get inspired! #HomeBakingSG #BakingEssentials #WheatSG
• •At Wheat, we believe in the power of good food. Whether it's a nourishing meal to power your day at our restaurant, or the finest ingredients from wheatsg.com for your own culinary creations, we're here to help you eat well and bake well. #WheatSG #EatWellBeWell #BakeWell