Warm
We sound like a neighbour, not an institution. First names, real faces, a kitchen that smells of soup.
“Come and eat with us on Thursday. Bring your neighbour.”
But not: Sugary or overfamiliar: no hearts, no 'hey lovely'.
Chapter 3 of 12
Brand personality
Warm, grounded, inclusive, quietly confident
If Common Ground were a person, it would be the neighbour who always has soup on the stove: practical, kind, a little stubborn about doing things properly, and never the loudest in the room. Hover over the sliders to see what each position means in practice.
Where we stand
What this means: We use first names and 'you', never 'dear customer'. But we stay clear and reliable: prices, times and rules are always exact.
What this means: Lots of space, one message per poster, no exclamation marks. We let the food and the people do the talking.
What this means: Food poverty is serious, and we treat it that way. But a kitchen is a happy place: a light touch and a smile are welcome.
What this means: Real photos, natural light, a hand-written menu now and then. Never glossy or over-produced, but always neat.
What this means: We show what works rather than what's wrong. We take a stand on fair food, but we don't preach.
Our traits
Grounded
Honest prices, honest produce. We show where food comes from and what it costs, without the gloss.
“Leeks from Tuinderij Zeeburg, € 1.20 a kilo.”
But not: Vague claims like 'sustainable' or 'conscious' without proof.
Inclusive
Everyone is welcome: every budget, background and language. Our design and words should never feel exclusive.
Simple words (B1 level), large type, translations where the neighbourhood needs them.
But not: Foodie jargon, insider jokes or 'for the conscious consumer'.
Quietly confident
We don't shout. Calm layouts and plenty of space show we know what we're doing.
A poster with one sentence, one image and a lot of Paper.
But not: Exclamation marks, CAPS, 'the best in town'.
Questions about this guide?
Contact NoorLast updated 24 Sept 2026
Made with brandbooks