Brand Tone

Enthusiastic, Authentic, Friendly, Encouraging, and Conscious

Brand Values

• •Quality
• •Health & Wellness
• •Tradition & Craftsmanship
• •Sustainability & Ethical Practices
• •Community
• •Authenticity
• •Adventure & Activity

Best Practices

• •Always Emphasize "Plant-Based" and "Handmade": These are core differentiators and should be consistently highlighted across all communications.
• •Use Active, Energetic Language: Reflect the "Fuel Your Move" ethos with verbs and phrasing that evoke activity, adventure, and vitality.
• •Maintain a Tone of Authenticity and Passion: Share the story, the ingredient sourcing, and the traditional methods with genuine enthusiasm. Avoid overly corporate or generic marketing speak.
• •Be Inclusive and Community-Focused: Engage with the audience, encourage user-generated content (like #fuelmymove), and foster a sense of belonging for active individuals.
• •Educate Gently on Quality and Ethics: Briefly explain the benefits of their ingredients (e.g., Belgian pearl sugar, organic, non-GMO) and their commitment to sustainability without being preachy. This reinforces value beyond just taste.

Social Perception

Vafels are perceived positively, especially by those with active lifestyles, as a tasty, convenient, and effective fuel source that doesn't cause digestive issues. The plant-based/vegan aspect is a significant draw. They are seen as a "real food" alternative, with generally good quality and taste, and the Colorado-based, handmade appeal resonates well.

Copy Examples

• •Headline: Adventure-Ready Fuel. Real Ingredients. Body: Grab a Vafel and go! Our plant-based Belgian Liège Vafels are handmade in Colorado with organic pearl sugar, giving you sustained energy without the artificial stuff. Fuel your next hike, ride, or busy day the delicious way. #FuelMyMove #Vafels
• •Headline: Taste the Tradition. Power Your Performance. Body: Inspired by centuries-old European recipes, perfected for your modern adventures. Vafels are 100% plant-based, packed with natural energy, and handmade with passion. Because your body deserves real fuel.
• •Headline: Ditch the Processed. Embrace the Vafel. Body: Tired of sugary gels and chalky bars? Our Liège and Stroopvafels offer a satisfyingly real food experience that’s easy on the stomach and big on flavor. Ethically sourced, environmentally conscious, and always delicious.
• •Headline: Your Go-To for Plant-Powered Energy. Body: Whether it's a mountain peak or a Monday morning, Vafels deliver the delicious, plant-based energy you need. Handmade in small batches because we believe quality fuel makes all the difference. What move will Vafels fuel for you today?
• •Headline: More Than a Waffle. It’s a Vafel. Body: Experience the caramelized crunch of authentic Belgian pearl sugar and the satisfying chew of our brioche-based dough. All plant-based, all-natural, and ready for wherever adventure calls. Join the Vafels family!