Brand Tone

Healthy & Wholesome, Authentic & Trustworthy, Educational & Informative, Encouraging & Positive, Slightly Premium & Cultured

Brand Values

• •Nutritional Excellence
• •Authenticity
• •Cultural Enrichment
• •Wellness & Balance
• •Quality

Best Practices

• •Embrace the "Why": Always circle back to the core mission – introducing the beneficial "Mellanmål culture" for a healthier, more productive life.
• •Educate Gently: Continuously explain what "Mellanmål" means and its benefits, assuming not everyone is familiar with the concept.
• •Highlight Swedish Authenticity (Subtly and Overtly): Reference Swedish traditions, flavors, or the origin of ingredients where appropriate.
• •Showcase the founder's story: Mention Donnie SC Lygonis, a Swedish entrepreneur with a background as an ex-army officer and professional fitness instructor, highlighting the origin story.
• •Emphasize RE:DO's Recognition: Mention RE:DO bars were created by an ex-ice hockey professional and his wife seeking healthy options for their children and are noted as being recognized by the Swedish Olympic Committee as "Good Fuel."

Social Perception

Health-Conscious Choice, Culturally Interesting, Trustworthy (Aspirational)

Copy Examples

• •Discover Mellanmål: Your Swedish secret to balanced energy and guilt-free snacking.
• •Fuel your day the Nordic way! RE:DO bars are crafted with wholesome ingredients for a delicious and nutritious mellanmål.
• •Experience the Swedish tradition of 'mellanmål' – a healthy and delicious way to bridge the gap between meals.
• •Mellanmål of Sweden: Bringing you authentic Nordic snacks that nourish your body and soul.
• •Looking for a better snack? Try RE:DO bars, the 'Good Fuel' choice of the Swedish Olympic Committee!