When brands are constantly competing for attention, it’s the voice and tone—the written word—that truly defines a brand’s identity. Beyond logos, colors, and visuals, it’s the way a brand speaks that creates a lasting impression. The words chosen, the stories told, and the tone in which they’re conveyed all serve as the heartbeat of a brand, bringing it to life in the minds and hearts of its audience.
A brand’s voice is its personality—it’s how it expresses itself in every interaction, whether through a menu description, a social media post, or a simple welcome message. This voice must be consistent and authentic, reflecting the core values and vision of the brand. The tone, on the other hand, adapts to the context, creating a deeper connection with the audience based on the situation. Whether warm and inviting, playful and energetic, or thoughtful and reflective, tone ensures the message resonates with the right emotions at the right time.
Together, voice and tone are central to a brand’s identity. They give the brand a soul, making it relatable, trustworthy, and memorable. They tell the brand’s story in a way that feels real and human, inviting customers to engage, connect, and become part of the brand’s journey. At the end of the day, it’s not just what a brand says—it’s how it says it—that leaves a lasting impact.
Why I Love a Menu Story
There’s something magical about a menu that tells a story. It’s not just about the food—it’s about the journey behind it, the passion that goes into every dish, and the connection it creates between the restaurant and its guests. A menu story invites you to see beyond the ingredients, to understand the heart and soul that’s been poured into each recipe. It’s a way of saying, “This isn’t just food; this is a part of who we are.”
I’ve always loved a menu that takes the time to tell its story because it transforms a meal into an experience. It allows you to savor not just the flavors but the history, the culture, and the community that make each dish special. A great menu story makes you feel like you’re part of something bigger—like you’re sharing in the traditions, values, and dreams of the people behind the food.
For me, a menu story is a conversation. It’s the restaurant’s way of welcoming you in, sharing a piece of itself, and making you feel at home. It turns dining into a journey, one that’s filled with meaning and connection. And that’s why I love a menu story—because it adds depth to the dining experience, making every bite richer, every sip more satisfying, and every visit something to remember.
Our Menu: Welcome to The Northwood Table
Here at The Northwood Table, we’ve created a place where you can slow down, take a breath, and enjoy the simple joys that make life truly special. We like to think of ourselves as more than just a restaurant—we’re a gathering place, a home away from home, and a little slice of the Northwoods right here in Minneapolis.
When we started this journey, we had a simple idea in mind: to bring the warmth and beauty of Minnesota’s wilderness to the heart of the city. The Northwoods has a way of making you feel connected to something bigger—to nature, to your roots, and to the people around you. That’s what we wanted to recreate here, a space where you can feel that connection in every bite, every sip, and every moment shared with friends and family.
We’re proud to serve food that’s as authentic as the land it comes from. Our menu is filled with ingredients sourced from local farmers and foragers who care as much about sustainability and community as we do. Every dish tells a story of the seasons, the region, and the people who make it all possible. We’ve put our heart into every recipe because we know how much a good meal can mean—especially when it’s shared.
When you walk through our doors, we want you to feel like you’ve stepped into a warm, cozy cabin in the woods. The kind of place where the fire is always crackling, the tables are set for gathering, and the atmosphere invites you to stay a while. We’ve thought about every detail to make sure your time here feels comforting and memorable—from the reclaimed wood tables to the flickering candlelight that makes everything just a little bit cozier.
But beyond the food and the atmosphere, what matters most to us is you. Our story is all about community, and every time you join us at the table, you become a part of it. Whether you’re here for a quiet morning coffee, a lunchtime catch-up with a friend, or a romantic dinner in the evening, we’re honored to have you with us. We hope you feel the love and care we’ve put into making this place special for you.
So take your time, enjoy the moment, and know that you’re always welcome at The Northwood Table. We’re more than just a restaurant—we’re a community, and we’re so glad you’re here to be part of it.
Warmly,
The Northwood Table Family
Northwood’s Menu Stories: Bringing Every Dish to Life
At The Northwood Table, we believe that every meal has a story, and we’re excited to share those stories with you. Inspired by the famous J. Peterman catalog, our menu will do more than just list dishes—it will immerse you in the narrative of each one, from the origin of its ingredients to the traditions behind the recipe. Whether you’re savoring a hearty bowl of wild mushroom soup or enjoying freshly caught walleye, each item on our menu will be accompanied by its unique story, turning your dining experience into something far more than just a meal.
This approach isn’t just about adding flair to our menu; it’s a way to deepen the connection between our restaurant and our guests. Research shows that even when customers don’t read every story, the fact that they’re present adds to the overall perception of quality and care. Trader Joe’s, for example, has mastered this method. By adding stories to their product labels, such as their avocados, they’ve created a deeper engagement with customers. Even if a shopper doesn’t read the entire backstory, the presence of that narrative contributes to a sense of connection and trust in the brand (Trader Joe’s Reviews) (Trader Joe’s).
By weaving stories into our menu, we invite you to be part of The Northwood Table community. Each dish becomes a conversation starter, a piece of local history, or a glimpse into the traditions of the Northwoods. So, as you dine with us, know that every plate tells a story—one that connects you to the land, the people, and the passion that makes The Northwood Table a truly special place to gather.
Sample Menu Staples at The Northwood Table
Wild Mushroom Soup
Backstory: Inspired by the forests of northern Minnesota, this dish features a medley of wild mushrooms foraged from local woods. Each spoonful captures the earthy essence of the Northwoods, paired with a touch of cream and fresh herbs from our nearby farms. The recipe has been passed down through generations, rooted in a tradition of hearty, foraged meals prepared after long days spent in the wilderness.
Walleye Shore Lunch
Backstory: This dish pays homage to the classic Minnesota shore lunch, a tradition among local anglers. Our walleye is sustainably sourced from the state’s pristine lakes and pan-fried to perfection, served with roasted potatoes and fresh lemon. The preparation mirrors the simple but flavorful meals cooked right on the water’s edge after a day of fishing—bringing the Northwoods experience directly to your plate.
Bison Pot Roast
Backstory: Drawing from Minnesota’s early settlers and the indigenous peoples who have long revered the bison, this dish is a slow-braised pot roast infused with the flavors of the Northwoods. Tender, rich, and deeply satisfying, it’s served with root vegetables and a red wine reduction. This dish honors the deep connection between the land and its people, celebrating the bounty of the Great Plains and the rustic comforts of a hearty meal.
Juniper and Spruce-Infused Gin Cocktail
Backstory: Inspired by the crisp, pine-scented air of the Northwoods, this signature cocktail is a tribute to Minnesota’s wilderness. Infused with local juniper berries and spruce tips, this gin-based cocktail captures the refreshing, evergreen essence of the forest. Perfect for sipping on a cool evening, it’s a modern twist on ancient foraging traditions, designed to evoke the spirit of the wild Northwoods with every sip.
The Northwood Table Voice and Tone Guidelines
The voice and tone of The Northwood Table are central to creating a warm, welcoming, and authentic experience for our guests. Whether communicating through marketing channels or speaking directly to customers, our tone should reflect the cozy, community-oriented, and nature-inspired atmosphere of the Northwoods. Below are the key elements of our voice and tone, with examples to guide both brand messaging and employee interactions.
Voice: Warm, Inviting, and Genuine
Our voice should always feel personal and approachable. We speak to our guests as though they are friends or family visiting our home. Every interaction should convey sincerity, care, and a deep connection to the land and community that inspire us.
- Example: “We’re so glad you’re here! Our menu is filled with dishes that celebrate the flavors of the Northwoods, and we can’t wait for you to experience it.”
Tone: Adaptable but Always Friendly
While our voice remains consistent, the tone will adapt depending on the situation. Whether we are welcoming guests, explaining menu items, or handling a special request, the tone should always be positive, respectful, and attentive.
- Welcoming: When greeting guests or introducing the restaurant, the tone should be enthusiastic and warm.
- Example: “Welcome to The Northwood Table! We’re thrilled to have you with us today. If you have any questions or need recommendations, we’re here to help.”
- Informative: When explaining menu items or answering questions, the tone should be knowledgeable yet approachable.
- Example: “Our Bison Pot Roast is a favorite—slow-braised and served with a rich red wine reduction. The bison is sourced locally, so it’s both sustainable and incredibly flavorful.”
- Empathetic: When addressing concerns or special requests, the tone should be empathetic and solutions-focused.
- Example: “We understand that dietary restrictions are important. Let’s work together to find a dish that’s perfect for you.”
Key Guidelines:
- Be Personable: Use “we” and “you” to create a conversational feel. Avoid formal or corporate language.
- Do: “We’re excited for you to try our seasonal specials.”
- Don’t: “The seasonal specials are available for purchase.”
- Keep It Positive: Focus on what we can do for the guest rather than limitations.
- Do: “We’ll do our best to accommodate your request.”
- Don’t: “I’m not sure if that’s possible.”
- Be a Guide: Think of yourself as a friendly guide helping guests navigate their dining experience.
- Example: “If you’re looking for something light, our Walleye Shore Lunch is a perfect choice. It’s fresh, local, and delicious!”
- Reflect the Brand’s Story: Infuse conversations with elements of the Northwoods, sustainability, and community to reinforce our brand identityThe visual elements of a brand, such as logo, colors, and design, that represent the brand's values and personality..
- Example: “The ingredients in this dish come from a farm just 30 miles from here—it’s all about keeping it local and sustainable.”
Employee Training Application:
In training, employees will be encouraged to practice speaking in The Northwood Table’s voice and tone through role-playing scenarios. These exercises will include greeting guests, explaining dishes, handling special requests, and resolving potential issues. By internalizing these guidelines, employees will be able to deliver a consistent, branded experience that makes every guest feel welcomed and valued.
Voice Over Script for The Northwood Table Brand Video
Welcome to The Northwood Table, where every visit begins with a story. Our brand video, featured on the homepage, sets the tone for the experience that awaits you. From the serene beauty of Minnesota’s Northwoods to the warmth of our handcrafted dishes, this video captures the essence of who we are. It invites you to step inside, feel at home, and be a part of our community. Watch and let the journey into the heart of the Northwoods begin.
[Opening Scene: A serene view of Minnesota’s Northwoods—towering pine trees, a still lake at dawn.]
Voiceover:
“In the heart of Minneapolis, we’ve brought the spirit of the Northwoods to life. Welcome to The Northwood Table—a place where every meal is a story, every gathering is a celebration, and every guest is part of our community.”
[Scene transitions to a cozy, rustic restaurant interior. Warm lighting, a crackling fireplace, guests enjoying meals.]
Voiceover:
“Here, we believe that great food is more than just a meal—it’s a connection to the land, to the people who grow and craft our ingredients, and to the traditions of Minnesota.”
[Close-up shots of dishes being prepared: wild mushroom soup, bison pot roast, freshly baked bread.]
Voiceover:
“Our menu is crafted from the freshest local ingredients, inspired by the changing seasons and the beauty of the wilderness. From hearty comfort foods to light seasonal fare, every dish tells a story of the Northwoods.”
[Guests smiling, clinking glasses, and enjoying their meals.]
Voiceover:
“At The Northwood Table, you’ll find more than just a restaurant. You’ll find a welcoming space to gather with friends and family, share stories, and create memories. Because here, every seat at the table feels like home.”
[Closing Scene: The Northwood Table logo appears as the camera pans out to a beautiful sunset over the Northwoods.]
Voiceover:
“Join us at The Northwood Table—where the warmth of the Northwoods is always waiting for you.”
[End with soft background music fading out.]
