As a major cereal brand, Verival has built its reputation on high-quality breakfast products inspired by its Alpine roots. With decades of success in Austria, Germany and Switzerland, Verival’s reach now extends across Europe, where their wholesome approach to mornings resonates with modern, health-conscious consumers.

Verival felt their English-language communications didn’t reflect the same level of sophistication and nuance as their German-language entities. There was an opportunity to improve the clarity and charm of English communications, and to connect more deeply with an international audience. Recognising the importance of crafting a compelling pan-European voice, Verival approached Words On Brand.

We began with conversations. The process needed to be deeply collaborative. We spent time understanding Verival’s core values, customer desires and lifestyle branding plus how the company feels it is perceived locally and internationally. By talking in detail with the Verival team, we explored the language of their products, attitude toward food production, pride in their Alpine roots and vision for growth.

We then performed a full tone of voice audit, carefully analysing Verival’s existing English materials and comparing them to their German messaging and English-language competitors. This process revealed an opportunity for stronger consistency, emotion and strategic storytelling. We set to work on creating a new framework for the Verival Voice in English.

The updated tone of voice framework was designed with clarity and versatility, with each layer of communication having an objective and a voice. Headings use fresh, mountainous language to draw the reader in, body texts succinctly highlight the lifestyle values of Verival and product descriptions outline health benefits on an eye level.

We began by implementing copy strategically on the homepage. Keeping SEO in mind, we crafted texts that drew visitors into the world of Verival, emphasising the brand’s values, history and Alpine lifestyle. On product category pages, the tone naturally transitioned to focus on specific product benefits, combining taste, nutrition and storytelling.

Verival is a highly collaborative company. So, it was important that any member of the team could easily implement the framework in their day-to-day activities. To assist here, we provided concrete examples and resources for Verival's consistent communication promoting healthier mornings as a proud Austrian brand.

The collaboration resulted in English-language content that truly embodied Verival’s brand essence. The updated tone of voice seamlessly balanced outward-facing sophistication with pride in the company’s Alpine heritage.
‍
Our work with Verival demonstrates how a thoughtful, strategic approach to tone of voice can unlock a new connection with customers. By aligning English communications with a strong existing brand identity, Verival is positioned to connect with international audiences while staying true to the values that have made them a beloved staple on many a breakfast table.