Brand Tone

Warm, Passionate, and Community-Focused

Brand Values

• •Quality and Freshness
• •Regional Sourcing
• •Sustainability
• •Transparency
• •Health and Well-being

Best Practices

• •Lead with Freshness and Seasonality: Always highlight what is fresh, new, or seasonal. Use descriptive and sensory words (e.g., "vibrant," "crisp," "warm," "aromatic") to make the food sound as good as it tastes.
• •Tell the Story Behind the Food: Briefly mention the origin of key ingredients whenever possible (e.g., "cheese from the local dairy," "apples from our Bioland orchard"). This reinforces the values of regionality and transparency.
• •Maintain a Warm, Personal Tone: Write as if you are speaking to a neighbor. Use "you" and "we," ask questions, and use emojis where appropriate on social media to keep the tone friendly and engaging.
• •Emphasize Community: Frame your offerings as part of the local community. Address your followers directly (e.g., "Your lunch plans are sorted!"), and feature local suppliers or even staff to build a personal connection.
• •Be Consistent Across All Channels: Ensure the tone, values, and key messages are the same on your website, social media, and in-store signage. Whether it's a menu description or a Facebook post, it should always sound like it's coming from Die Kiste.

Social Perception

Trusted Local Provider, Friendly and Welcoming Atmosphere, High-Quality, Fair-Priced Goods, A Hidden Gem

Copy Examples

• •Taste the season in every bite! 🥗 Our lunch special today is this vibrant garden salad, made with fresh greens delivered this morning from our partner farm in the region. Healthy, crunchy, and packed with sunshine. Come get yours!
• •Your Daily Dose of Freshness. Die Kiste Stuttgart: Real Food, Regionally Sourced.
• •From the Farm to Our Kitchen, to Your Table. Discover the taste of true organic quality. Explore our daily lunch menu.
• •Don't Miss Out! Our Chef's New Seasonal Soup is Here.
• •Our new Pumpkin-Ginger soup! Available all week.