The visual system and the voice rules, as the Stak carries them. Every value on this page is one Claude reads.
Voice
How they sound, and the rules that stop a draft going out wrong. Claude reads this page before writing anything in their name.
Warm, never precious. We are a neighbourhood restaurant that happens to be very good, not a fine-dining room that happens to be friendly.The brand, in one sentence
01
Warm, never precious
A neighbourhood restaurant that happens to be very good. Say it that way.
02
Describe the plate
Dishes are named by what is in them, in the order you taste them.
03
Four rooms, not one
The menus diverge on purpose. Copy never implies one menu across all four.
04
Catering stays in the city
Never quote travel or events outside the city limits.
We are
- ✓Warm
- ✓Plain-spoken
- ✓Proud of the oven
We are not
- ✕Elevated
- ✕Curated
- ✕On a culinary journey
Words we retire
| Retire | Say instead |
|---|
| elevated | good |
| curated | chosen |
| culinary journey | dinner |