Brand Tone

Passionate, Proud, Authentic, Traditional, and Quality-Focused

Brand Values

• •Tradition: Preserving and sharing South African culinary heritage.
• •Quality: Commitment to superior ingredients and artisanal processes.
• •Authenticity: Providing a genuine taste of South African biltong.
• •Family: Rooted in family recipes and a family-owned ethos.
• •Health-Conscious Snacking: Offering a high-protein, lean, and natural snack option.
• •Customer Enjoyment: Aiming to bring a "mouthwatering" and enjoyable experience to customers.

Best Practices

• •Emphasize Heritage & Authenticity: Consistently weave in phrases like "traditional South African recipe," "time-honoured methods," "authentic taste," and "family tradition" to reinforce these core values.
• •Highlight Quality & Natural Ingredients: Always mention the use of "premium beef," "finest spices," and the absence of artificial additives (MSG, nitrates, etc.) to appeal to health-conscious consumers and underscore quality.
• •Use sensory language. Words like "passion," "mouthwatering," "delicious," "savoury" can be effective.
• •Speak to the Lifestyle: Connect biltong with relevant occasions – a healthy snack, a protein boost for fitness, a taste of home for expatriates, a companion for adventures, or a gourmet treat.
• •Maintain consistency across all platforms, from website copy to social media posts, to reinforce brand recognition and trust.

Social Perception

Authentic South African brand offering high-quality, traditional biltong. It is seen as a family-oriented business with a passion for sharing their heritage and providing a healthy and delicious snack option.

Copy Examples

• •Just pure, delicious energy for wherever the trail takes you.
• •Share the love of biltong with Drakensberg.
• •Discover the difference passion makes.
• •Healthy, delicious, and authentically yours.
• •Experience South African heritage, one bite at a time.