Brand Tone

Friendly and Approachable, Passionate and Enthusiastic, Informative and Helpful, Inspiring and Encouraging, Authentic and Relatable

Brand Values

• •Health and Wellness
• •Deliciousness and Flavor
• •Accessibility
• •Creativity in the Kitchen
• •Community
• •Sustainability/Conscious Living (Implied)

Best Practices

• •Create a Brand Voice Chart: Document key characteristics of your tone (e.g., "Enthusiastic," "Helpful," "Slightly Playful") with do's and don'ts. For Zavis Green, this would include words to use (fresh, vibrant, easy, delicious, community) and words to avoid (restrictive, bland, complicated, preachy).
• •Speak Directly to Your Audience (Like a Friend): Use "you" and "I" (or "we" if Zavi considers it a team effort). Write as if you're having a conversation with someone who shares your passion for good food. For Zavis Green, this means maintaining that approachable, one-on-one feel.
• •Emphasize Benefits and Experiences, Not Just Features: Instead of just saying "This recipe is vegan," explain "Enjoy this creamy, satisfying vegan pasta that will leave you feeling energized and happy." Focus on the positive feelings and outcomes associated with Zavis Green's recipes.
• •Be Consistent Across All Platforms: While the format might change (e.g., shorter captions on Twitter vs. longer blog posts), the core tone and values should remain consistent. Someone reading a Zavis Green Instagram caption should get the same friendly, enthusiastic vibe as when they read a blog post.
• •Read It Aloud: Before publishing, read your copy aloud. Does it sound like Zavi? Does it match the established friendly, passionate, and helpful tone? This simple step can catch inconsistencies or awkward phrasing, ensuring the voice feels authentic to the Zavis Green brand.

Social Perception

A reliable source for plant-based recipes, Inspiring and motivational, Authentic and trustworthy, Positive and uplifting, Community-focused

Copy Examples

• •Sunshine in a bowl! ☀️🌿 My new Creamy Lemon & Herb Pasta is here to brighten your day AND your dinner table. It’s 100% plant-based, packed with flavor, and surprisingly easy to whip up on a weeknight. Trust me, you’ll want to dive right in! 👉 Find the full recipe on the blog (link in bio!) and tell me, what’s your go-to comfort pasta dish? #ZavisKitchen #VeganPasta #PlantBasedRecipes #EasyVegan #HealthyEating
• •Happy Monday, food lovers! 🌱 Thinking about meal prep this week and could use some inspiration. What’s one plant-based ingredient you absolutely can’t live without right now? For me, it’s definitely [insert ingredient, e.g., nutritional yeast for that cheesy goodness!]. Share yours below! 👇 Maybe we can inspire each other’s menus! #MeatlessMonday #ZavisGreen #VeganCommunity #PlantBasedLiving #MealPrepIdeas
• •Okay, friends, let’s talk showstoppers! This Vegan Wellington might look a tad fancy, but I promise, with a little patience and a lot of love, you can absolutely nail it. I’ve broken down every step to make it super clear and, dare I say, fun? Perfect for that special occasion or when you just want to treat yourself to something truly spectacular. Ready to roll up your sleeves? Let’s cook something amazing together!
• •SAVE this for later! 🌶️ Quick & Spicy Peanut Noodles – your new favorite 20-minute vegan meal! Packed with flavor, easy to customize with your fave veggies. Get the simple recipe from Zavi's Kitchen and make weeknight dinners exciting again. #VeganRecipes #QuickMeals #PeanutNoodles #ZavisKitchen #HealthyDinner
• •NEW on the Blog: Your Tastebuds Will Thank You For This! 😉 (+ a little kitchen chat from Zavi)