Brand Tone

Welcoming & Inclusive, Mindful & Intentional, Fresh & Vibrant, Authentic with a Modern Twist, Approachable & Friendly

Brand Values

• •Intentionality in Everything
• •Hospitality with Structure
• •Food That Grounds You
• •Calm, Created Spaces
• •Progress Over Perfection
• •Inclusivity
• •Quality

Best Practices

• •Embrace Warmth and Inclusivity: Always use welcoming language. Highlight options for diverse dietary needs and make everyone feel like they belong (e.g., "Breakfast that serves everyone").
• •Speak with Intentionality and Mindfulness: Use words that convey purpose, care, and quality (e.g., "crafted," "grounding," "clarity," "mindful"). Let the "why" behind your offerings shine through.
• •Keep it Fresh and Authentic: Use vibrant, positive language when describing food and the cafe experience. Authentically incorporate Brazilian-inspired terms where appropriate, briefly explaining them if needed for a wider audience.
• •Maintain Visual Consistency: Ensure that the visuals accompanying your copy (photos, videos) align with the described aesthetic: bright, clean, natural, with a focus on the appealing presentation of food and the inviting atmosphere of the cafes.
• •Engage Genuinely: When interacting on social media or responding to reviews, maintain a friendly, approachable, and helpful tone that reflects the "hospitality with structure" value. Show appreciation for customer feedback.

Social Perception

Positive & Highly-Regarded, Go-To for Gluten-Free, Trendy & "Aesthetic", Community Spot, Authentic Brazilian Flair

Copy Examples

• •Bite into bliss. Our authentic pão de queijo – perfectly crispy, delightfully chewy, and always gluten-free. It's not just cheese bread, it's a bōm dough moment. #BomDough #PaoDeQueijo #GlutenFreeGoodness #CambridgeEats
• •Find your calm in the vibrant swirls of our Strawberry Matcha. A refreshing twist on a classic, crafted with intention. What’s your bōm dough matcha mood? #BomDoughMatcha #StrawberryMatcha #MindfulMornings #CambridgeCafe
• •Your sunlit sanctuary in the city. Fresh coffee, grounding food, and calm, created spaces designed for your flow. Welcome to bōm dough. #MyBomDough #CambridgeCoffee #WorkAndSip #CafeVibes
• •Breakfast for everyone, without compromise. From our signature gluten-free pão de queijo sandwiches to nourishing plant-based bowls, start your day the bōm dough way. #InclusiveMenu #GlutenFreeCambridge #EatWellFeelGood #BomDoughBreakfast
• •Crafted with care, served with purpose. At bōm dough, every ingredient, every sip, every moment is intentional. Taste the difference intention makes. #IntentionalLiving #CraftedWithCare #BomDoughValues #QualityCoffee