Brand Tone

Passionate, Enthusiastic, Authentic, Uncompromising, Community-Focused, Approachable, Resilient, Innovative, Proudly Welsh, Slightly Edgy & Cool

Brand Values

• •Quality & Authenticity
• •Passion
• •Accessibility
• •Community
• •Integrity & Honesty
• •Innovation & Creativity
• •Resilience

Best Practices

• •Embrace the "Ramen Geek" Passion: Always write from a place of genuine enthusiasm and love for ramen. Use descriptive, evocative language that conveys the depth of flavour and care in each dish. Avoid generic foodie jargon.
• •Keep it Real and Authentic: Reflect James Chant's honest, no-nonsense approach. Share the story, the process (without giving away all secrets!), and even the challenges. This builds trust and resonates with the "no-corners-cut" value.
• •Speak to Your Community, Not At Them: Use a conversational, friendly, and sometimes slightly informal tone. Engage directly with customers, acknowledge their feedback, and foster a sense of belonging to the "Matsudai family."
• •Highlight Quality Without Being Pretentious: Confidently talk about the "proper" nature of your ramen and high-quality ingredients, but avoid overly technical or elitist language. The goal is to make exceptional ramen accessible and enjoyable for everyone.
• •Inject a Touch of Cardiff Cool: Weave in the brand's Welsh roots where appropriate and maintain a modern, slightly edgy vibe that reflects its origins and founder's background. This can come through in word choices, cultural references (like "Matsudai-IAWN"), and overall energy.

Social Perception

Highly Respected & Critically Acclaimed, Cult Following, Authentic Provider, Innovative & Exciting, Community Hub (Restaurant), Reliable (DIY Kits), Vegan-Friendly

Copy Examples

• •🍜💥 NEW KIT DROP! 💥🍜 You asked (loudly!), we listened. Our ultra-rich, slurp-worthy [New Ramen Style] is finally here in DIY kit form! Crafted with the same no-corners-cut passion you’d find in our Cardiff kitchen. Get ready to transform your home into a legit ramen-ya. Limited batch – you know the drill! Link in bio. #MatsudaiRamen #ProperRamen #RamenKit #CardiffFood #UKRamen
• •From Cardiff with Love & Noodles. Matsudai Ramen: Wales' first proper ramen shop, delivering uncompromising flavour to your door and our Grangetown restaurant. This isn't just food, it's an obsession.
• •Grangetown, are you ready to ramen? 🔥 Step into Matsudai at The Bank for a bowl of pure, unadulterated noodle joy. From our signature Tonkotsu to ever-changing seasonal specials, every slurp tells our story. Book your table – your tastebuds will thank you. #MatsudaiCardiff #RamenRestaurant #EatLocalCardiff #GrangetownGoodTimes
• •The OG. The One. Our Classic Tonkotsu. Hours of simmering, heaps of passion, and the best damn ingredients we can find. This kit brings the heart of Matsudai straight to your kitchen. No fuss, just pure, soul-hugging ramen. Ready in minutes. You’re welcome.
• •@[CustomerHandle] So stoked you loved the Tantanmen kit! 🌶️ That nutty, spicy broth is a team fave too! Thanks for sharing the ramen love – means the world to us here in Cardiff! #RamenGeeksUnite #MatsudaiFamily