In response to the demand for healthy all natural food, bread makers have covered their packaging with words like 100% whole wheat, whole grain and multi-grain. Using story and tone, Dave’s Killer Bread has figured out how to differentiate in this market.

Originally a Portland, Oregon farmer’s market product, Dave’s Killer Bread now delivers to major supermarkets, including healthy food powerhouse Whole Foods.

The bread boasts “killer taste and texture” and the loaves have names like Killer Good Seed, Killer Cracked Wheat and Killer Nuts and Grains. The word killer as defined in this context is well-known but not commonly used. Dave’s use of it is unique in the bread market and it helps consumers make sense of the brand’s logo, an illustration of Dave with a ponytail and a guitar.

The tagline on the loaves reads “Just say no to bread on drugs!” It’s in keeping with the tone and a different way to talk about being organic. It also fits the brand’s story.

As described on his loaves and website, Dave—who bakes the bread himself—battled depression and spent years in prison for using drugs. While in prison he grew interested in nutrition and good ingredients. Bread helped save him. Now he is working to save the world “one bread loaf at a time.” That story is unique and compelling and I say bravo to Dave for being true to it. So true, in fact, that he put his mug shot on his website. And it works.

In the world of marketing, nothing lasts like an authentic tone of voice and an interesting story. Together with an outstanding product, they helped this brand differentiate in a saturated market.