Brand worlds for
food and drink brands.

The rules you work inside

• CFIALabelling for everything sold to take home, including allergens and free-from claims that must hold for every batch.
• Safe Food for Canadians RegulationsA licence to import food into Canada, with traceability and preventive controls.
• Health CanadaDefined rules for nutrition and health claims.
• Competition ActNo false or misleading claims, including sourcing, green claims and price.

1. 1

   Lore

   Who you are, who you stand against, and what you are called. The brief and the codex every other layer reads from.

2. 2

   Law

   What you can say, what you can charge, and how it is packaged. Offers and claims checked against your regulator.

   CFIA labelling and allergen rules, import licensing, Health Canada nutrition and health claims, and the Competition Act on sourcing and green claims.

3. 3

   Language

   Voice, posts and ads that get noticed and still pass review.

   A voice regulars repeat, and copy that never overstates a health, allergen or sourcing claim.

4. 4

   Map

   Where people find you online, and how they book or buy.

   Product pages, a retailer locator and a Google Business Profile that wins the map pack.

5. 5

   Ground

   The physical space: arrival, flow, signage and the screens on your walls.

   The counter, the booth and the shelf display at every retailer.

6. 6

   Artifacts

   Print, labels, packaging and forms: anything a customer can pick up.

   Labels, ingredient panels, menus, bags and cups checked line by line.

7. 7

   Machinery

   Intake, booking, follow-up and reporting, with AI doing the repetitive work and a person making the calls.

   Online and wholesale orders, fulfilment and reporting.