Brand Tone

Innovative, Purpose-Driven, and Authoritative.

Brand Values

• •Sustainability
• •Innovation
• •Collaboration
• •Health & Nutrition
• •Global Impact

Best Practices

• •Lead with Purpose: Always connect the message back to the core mission of environmental sustainability. Every piece of copy, whether about the product's function or a company update, should reinforce the "why" behind the brand.
• •Balance Innovation with Authority: Use confident, authoritative language when describing the science and technology, but keep it accessible. Avoid overly technical jargon in consumer-facing copy while still conveying expertise.
• •Speak the Language of Collaboration: When addressing partners like farmers or investors, use inclusive and empowering language ("partner with," "together," "join us"). Frame the brand as an enabler of positive change for the entire agricultural ecosystem.
• •Stay Rooted in New Zealand: Casually reinforce the brand's New Zealand origins. This adds a layer of authenticity and connects the brand to the country's reputation for high-quality food production and beautiful landscapes.
• •Be Visionary and Optimistic: The copy should inspire hope and excitement for the future of food. Use forward-looking, positive language that paints a picture of a better, more sustainable world made possible by Leaft Foods' innovations.

Social Perception

As an Industry Pioneer, as a Collaborative Partner for Farmers, as a High-Potential Startup, and as a Positive Contributor to the environment and New Zealand's international reputation.

Copy Examples

• •Unlocking the Planet's Most Abundant Protein. Leaft is pioneering a new food system, harvesting high-value protein from fresh leaves to nourish people and protect our planet.
• •More from less. Our breakthrough technology creates delicious, high-quality plant protein with a 10x smaller carbon footprint than traditional dairy. We're not just making food; we're building a healthier future. #LeaftFoods #SustainableProtein #FutureOfFood
• •Partner with the future of farming. Leaft Foods offers a practical way for growers to diversify land use, increase profitability, and significantly lower environmental impact. Let’s cultivate a new value chain, together.
• •The power of a single leaf, unlocked. Our protein, Rubisco, is nature's best-kept secret. With a neutral taste and incredible functionality, it’s the perfect clean ingredient for creating healthier, sustainable foods.
• •It started in a kitchen with a big idea: what if we could draw protein from the green landscapes New Zealand is famous for? Today, Leaft Foods is turning that idea into a reality, creating a food system that works in partnership with nature.