Why we love this
Why we love this
It’s very rare when we see a brand voice that feels original and immediately distinctive from the moment they pop up. But from the moment their ad that popped up on our feed, we knew they were going straight in the swipe file. A really, really well done brand voice that stands out, is authentic, is fun, is memorable... absolutely no notes.
Steal this for your brand
There's so much we love about this brand voice, but our absolute favourite thing is that the whole site is written in a blend of Caribbean patois and plain English.
This is double clever because if you speak patois, you feel immediately seen. You feel like you've found a brand that's just for you and that makes authentic Caribbean food. Perfect.
But the really smart thing they've done is using patois is a way that is accessible, even if you don't understand it. Through context and subtle clues, you don't feel excluded, you feel like you're being let into the brand's inner circle.
Plus, they don't lean on it so hard it becomes inaccessible. There's the copy doing the brand work in patois, then there's the copy doing the commercial work with "vegan-friendly," "hand-popped popcorn," "award-winning". And Riddim are clever enough to realise that clarity > brand as it gets closer to the buying decision.
The whole thing is just so, so clever. We love it.
Pinch this for your brand: your brand probably won't have a patois. But your audience has its own language, the words they use in reviews, in community groups, in the way they talk about their lives. Go read your reviews and sprinkle it into your own copy. It's an absolute game-changer, trust us.
