Siggi's Tone of Voice — Simple & Icelandic

Tagline: "Simple Ingredients. Not a Lot of Sugar."

Industry: Dairy

Sector: Food & Beverage

How Siggi's Communicates

Siggi's communicates with a simple, icelandic and authentic voice using simple, nordic-inspired, and honest language. Their sentences are primarily declaratives in the present tense. Their messaging is literal. Their tagline, "Simple Ingredients. Not a Lot of Sugar.", captures this voice. The central tension in Siggi's's communication is simple vs. indulgent, which shapes every message they craft. Their mission is to making simple, wholesome products.

Tone Words

Siggi's's brand voice is defined by the following tone words: Simple, Icelandic, Authentic.

Communication Style

  • Language Style: Simple, Nordic-inspired, and honest
  • Sentence Type: Declarative
  • Tense: Present
  • Expression: Literal

Siggi's Brand Story

Siggi's brought Icelandic skyr to America when founder Siggi Hilmarsson missed the yogurt of his homeland. The thick, strained yogurt offered more protein and less sugar than competitors. Minimal ingredients and authentic Icelandic tradition differentiated in a crowded dairy aisle. Lactalis acquisition brought global distribution while maintaining the simple, Nordic essence.

Brand Message

More protein, less sugar

Brand Mission

Making simple, wholesome products

Brand Positioning

Core Concept: Icelandic style skyr yogurt

Central Tension: Simple vs. Indulgent

About Siggi's

Siggi's Dairy (stylized as siggi's dairy) is an American multinational brand of skyr – an Icelandic version of yogurt – that is owned by Icelandic Milk & Skyr Corporation, a subsidiary of French dairy products leader Lactalis. The company was founded in 2005 by Icelander Siggi Hilmarsson, who sold his yogurt locally in New York, before launching in Whole Foods Market stores across the United States in 2008. By 2015, Siggi's was the fastest-growing yogurt brand in the U.S. In 2018, French dairy company Lactalis purchased Siggi's, which continues to be run independently.

Frequently Asked Questions About Siggi's

What is Siggi's's tone of voice?

Siggi's uses a simple, icelandic, authentic tone of voice. Their communication is simple, nordic-inspired, and honest, typically using declarative-style sentences in the present tense. Their tagline "Simple Ingredients. Not a Lot of Sugar." exemplifies this voice.

How does Siggi's communicate with customers?

Siggi's brought Icelandic skyr to America when founder Siggi Hilmarsson missed the yogurt of his homeland. The thick, strained yogurt offered more protein and less sugar than competitors. Minimal ingredients and authentic Icelandic tradition differentiated in a crowded dairy aisle. Lactalis acquisition brought global distribution while maintaining the simple, Nordic essence.

What is Siggi's's brand message?

Siggi's's core message: More protein, less sugar Their mission: Making simple, wholesome products

What is Siggi's's slogan?

Siggi's's slogan is "Simple Ingredients. Not a Lot of Sugar.". It carries their simple, icelandic, authentic voice.

What is Siggi's's mission?

Siggi's's mission: Making simple, wholesome products

What makes Siggi's's brand voice unique?

Siggi's stands out through their simple, icelandic, authentic communication style. Their central brand tension, "Simple vs. Indulgent", shapes how they communicate across the Food & Beverage sector.

What language style does Siggi's use?

Siggi's uses simple, nordic-inspired, and honest language, with literal messaging, in declarative-style sentences, using the present tense.

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