Brand Tone

Authentic, Warm & Familial, Passionate, Trustworthy & Quality-Focused, Approachable

Brand Values

• •Tradition: Preserving and sharing authentic Mexican culinary heritage.
• •Quality: Using natural, high-quality ingredients and artisanal processes.
• •Family: Celebrating the role of family in food and tradition (e.g., the "Abuelita" figure).
• •Authenticity: Offering genuine flavors and experiences.
• •Culture: Promoting and celebrating Mexican culture through its cuisine.
• •Passion: A deep love for creating and sharing flavorful food.

Best Practices

• •Embrace Storytelling: Weave the brand's origin, the "Abuelita" figure, and the journey of the ingredients into your copy. This reinforces authenticity and emotional connection.
• •Use Warm and Inclusive Language: Employ words like "familia," "our," "we," "share," and address the audience in a friendly, inviting manner. Phrases in Spanish (like "Hecho con Amor" - Made with Love) can be used authentically where appropriate for the audience.
• •Highlight Sensory Details: Describe the taste, aroma, and texture of the salsas. Use evocative language that speaks to the freshness of ingredients and the richness of flavors (e.g., "sun-ripened tomatoes," "earthy chiles," "vibrant cilantro").
• •Maintain Authenticity: Avoid overly corporate or generic marketing speak. Let the passion for quality ingredients and traditional methods shine through naturally. Be transparent about your process and values.
• •Consistent Voice Across Platforms: While the format may change (e.g., short TikToks vs. detailed blog posts), the core personality – warm, traditional, passionate, quality-driven – should remain consistent. Develop a brand voice guide that outlines key terms, tone attributes, and a "persona" (like Abuelita Xihuitl) to ensure everyone creating content is aligned.

Social Perception

Customers generally perceive Xihuitl as a provider of high-quality, authentic Mexican salsas that taste homemade. The branding, particularly the association with "Abuelita Xihuitl," resonates positively, evoking trust and a sense of tradition. There's an appreciation for the natural ingredients and the artisanal approach. The brand is seen as a genuine representation of Mexican culinary traditions, rather than a mass-produced commercial product. Users engage positively with content that showcases recipes, cultural elements, and the story behind the brand.

Copy Examples

• •From our abuelita's kitchen to yours. ❤️ We slow-simmer the freshest, all-natural ingredients, just like she taught us, to bring you the true taste of Mexico. Discover the tradition in every spoonful of Xihuitl. #SalsaXihuitl #HechoConAmor #TradicionMexicana #SaborAutentico
• •Tired of salsas that taste… a little too factory-made? At Xihuitl, we believe in real flavor, rooted in tradition. Our artisanal salsas are crafted with passion, using recipes passed down through generations. Bring home the authentic taste of Mexico. Shop Xihuitl today! [Link to shop]
• •Ignite your senses with Abuelita Xihuitl’s signature fiery blend! Made with sun-ripened chiles and a secret mix of traditional spices, this salsa isn't just hot – it's a journey into the heart of authentic Mexican flavor. Perfect for those who appreciate a genuine kick and handcrafted quality. Dare to taste the tradition?
• •Level up your taco game! 🔥 Grandma Xihuitl's secret? It's all in the salsa! 😉 #TacoTuesday #SalsaArtesanal #Xihuitl #MexicanFood #Foodie #AbuelitaKnowsBest
• •Hola Familia Xihuitl, This week, Abuelita Xihuitl shares her tips for the perfect weekend fiesta, starting with, you guessed it, the heart of any great Mexican meal – delicious, authentic salsa! We're proud to carry on her legacy, bringing you flavors crafted with love and the finest natural ingredients...