Since I will be creating a new restaurant chain for vegan food, it is important to establish a tone of voice. Veganism can be regarded as a bit of a strange subject for some. I have noticed that depending on the way it is spoken about, it can induce guilt in a lot of carnists, which is then reciprocated with the individual being on the defence. Since it is a tricky subject sometimes, I want to turn this around. I want to communicate the ideologies of veganism in a positive and fun light, focusing on the positive gains the consumer can receive from a vegan lifestyle, or in the short term, eating at the restaurant.
Gaining sale and happy customers would be the main goal, but changing perceptions and eventually prompting consumers into a vegan/vegetarian lifestyle is the long term aim.
In order to do this, I must demonstrate thought and care into the overall tone of voice throughout my branding/campaign. I will choose to adopt an informal discourse, almost conversational as if I am talking to a pal, to engage the individual in a positive way, and of course, relax them. The restaurant's aesthetic should look inviting and vibrant, which should then be matched by an informed tone of voice which guides them into consuming at the chain, and not being pushed away by graphic and aggressive distractions.
Looking into how other fast food restaurants communicate and address the consumer will be an important aspect of my research too, to determine their methods of pursuing sales.
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