Brand Tone

Enthusiastic & Passionate, Health-Conscious & Informative, Direct & Confident, Approachable & Modern, Quality-Oriented

Brand Values

• •Quality
• •Health & Nutrition
• •Innovation
• •Authenticity/No-Nonsense
• •Enjoyment & Flavor
• •Sustainability (for salmon)

Best Practices

• •Develop a "Brand Voice Chart": Document key characteristics of the tone (e.g., "Passionate," "Direct," "Witty," "Informative but not preachy"). Include "do's and don'ts" for language, common phrases, and words to embrace or avoid. This serves as a guide for all content creators.
• •Embrace "Sin Postureo" (Authenticity): Use clear, straightforward language. Avoid excessive jargon or overly formal phrasing. Let the natural enthusiasm for the products shine through. The "locura" theme allows for playfulness but should always be grounded in the quality and health benefits.
• •Highlight Quality & Health Benefits Consistently: Whether it's a "Crazy Tasty" cookie or a can of natural salmon, the copy should always subtly reinforce the core values of quality ingredients and health. Use specific call-outs like "high protein," "no added sugar," "sustainably sourced" where applicable.
• •Tailor the Enthusiasm to the Platform: While the core tone is enthusiastic and passionate, its expression can vary. TikTok allows for more overt "locura" and personality, while an e-commerce product description might be slightly more focused on informative enthusiasm. Maintain consistency in values, even if the exuberance level shifts.
• •Create a "Founder's Voice" Persona (if applicable and desired): Alejandro Pimienta Morales's personality is a key part of the brand's current communication, especially on TikTok. If this is to be a long-term strategy, elements of his direct, passionate, and slightly rebellious communication style can be woven into copy, even when not directly attributed to him, to maintain that distinctive "Dumon" feel.

Social Perception

Customers seeking healthy convenience, mixed reviews on taste/value on e-commerce, appreciation for transparency, emerging brand with a distinct personality, focus on specific product attributes

Copy Examples

• •Headline (for "Locamente Ricas" cookies): "Warning: May cause extreme happiness. Our Crazy Tasty cookies are vegan, protein-packed, and dangerously delicious. Eat clean, feel wild!"
• •Instagram Post (for canned salmon): "Fuel your best life, naturally. 🌿 Our Norwegian salmon is pure protein, pure flavor, and pure goodness. Sustainably sourced, because we care. Ready for your healthiest, tastiest meal yet? #DumonSaludable #ProteinaNatural #ComidaReal"
• •TikTok Video Concept (Founder speaking): (Energetic music) "They said healthy can't be CRAZY delicious. We said, 'Hold my protein cookie!' 😉 This isn't your grandma's diet food. This is Dumon. This is flavor without the fuss. Ready to join the delicious madness? #DumonLocura #LocamenteRicas #SinPostureo"
• •Product Description (for natural preserves): "Tired of boring? So are we. Dumon Natural Preserves: Real ingredients, explosive flavor. No weird stuff, just pure, convenient deliciousness. Perfect for athletes, foodies, and anyone who believes healthy eating shouldn't be a compromise. Taste the authenticity."
• •Facebook Ad (targeting busy professionals): "Conquer your day, the Dumon way! 💪 Quick, nutritious, and seriously tasty meals are just a can away. High protein, no nasties – just the fuel you need to thrive. Stop surviving, start savoring. Explore the Dumon range!"