Brand Tone

Professional, Inspiring, Authentic, Supportive, Approachable

Brand Values

• •Quality
• •Authenticity
• •Innovation
• •Partnership/Support
• •Efficiency & Practicality
• •Versatility

Best Practices

• •Develop a Brand Voice Guide: Document the key attributes of your brand voice (e.g., Professional, Inspiring, Authentic, Supportive) with examples of do's and don'ts. This should be shared with anyone creating content.
• •Understand Your Audience (Chefs & Food Businesses): Tailor language to resonate with culinary professionals. Use industry-relevant terminology where appropriate, but ensure clarity and avoid excessive jargon when addressing a broader audience on social media.
• •Emphasize Core Values: Consistently weave in brand values like authenticity ("True to the food®"), quality, and innovation into your messaging, whether it's a product description, social media post, or recipe.
• •Maintain Visual Consistency: Ensure that the tone of the copy is reflected in the visual elements used (e.g., high-quality food photography for "Inspiring" and "Quality," clean product shots for "Professional").
• •Train and Review: Regularly train content creators on the brand voice and implement a review process to ensure all copy aligns with the established tone before publication. This helps catch inconsistencies and reinforces the desired brand perception.

Social Perception

Trusted by Professionals, Associated with Flavor and Quality, Innovative, Regionally Focused (Andino), Customer Service Interaction

Copy Examples

• •Headline: Elevate Your Menu. Simplify Your Kitchen. Body: Discover Custom Culinary® Andino's range of authentic bases and sauces, crafted for chefs who demand quality and inspire creativity. Taste the difference, see the efficiency. #TrueToTheFood
• •Headline: Unleash Culinary Brilliance. Body: With Custom Culinary® Gold Label, you're not just cooking; you're creating masterpieces. Our premium bases provide the perfect canvas for your signature dishes. What will you inspire today?
• •Headline: Authentic Flavor, Unmatched Versatility. Body: From traditional Colombian Ajiaco to innovative global cuisine, our Chef's Own™ line offers consistent, high-quality solutions that save you time without compromising on taste. Explore the possibilities.
• •Headline: Your Partner in Culinary Excellence. Body: Custom Culinary® Andino is more than an ingredient supplier; we're your collaborator in the kitchen. Let our passion for authentic flavor fuel your culinary success. #CulinaryExperts
• •Headline (for Zafrán®): Ready to Serve, Ready to Impress. Body: Zafrán® brings you a world of flavor, ready in an instant. Perfect for busy kitchens and discerning palates, our sauces and dressings deliver consistent deliciousness every time.