Brand Tone

Empowering, indulgent, and nurturing. It is rebellious, confident, and active when promoting general indulgence, using bold language. For specific products like lactation cookies, it adopts a caring, supportive, and understanding approach, while maintaining emphasis on quality and deliciousness.

Brand Values

• •Premium Quality: Emphasizes high-quality ingredients for a satisfying experience, building trust with customers.
• •Connection and Togetherness: Positions products as catalysts for shared moments and emotional depth.
• •Empowerment and Authenticity: Encourages self-indulgence without guilt, framing it as an act of self-care and living up to one's potential.
• •Support for Motherhood: Demonstrates commitment to supporting women through breastfeeding with dedicated products.

Best Practices

• •Use Action-Oriented, Empowering Language: Start sentences with strong verbs. Use words like "Brave," "Unleash," "Discover," "Indulge," and "Celebrate." Frame the act of eating a cookie as a conscious, powerful choice, not a moment of weakness.
• •Balance Indulgence with Nurturing: When speaking to the general audience, lean into the "rebellious," "decadent," and "playful" language. When addressing mothers, shift to a more "supportive," "nurturing," and "understanding" tone, while still emphasizing the quality and deliciousness they deserve.
• •Tell a Story, Don't Just List Ingredients: Instead of saying "made with chocolate chips," say "packed with molten chocolate chunks that melt in your mouth." Describe the experience. The product is not just a cookie; it's a "moment of togetherness" or a "rebellious departure from the ordinary".
• •Maintain a Confident and Slightly Edgy Voice: The brand name itself is a challenge. The copy should reflect this confidence. Phrases like "Stop Eating Boring" and "We are the masters of the crave" set a high bar. Avoid apologetic or hesitant language. The brand is proud of its decadent products.
• •Let the Visuals Match the Voice: Ensure all photography and design elements align with the tone. Gourmet product shots should be rich, textured, and make the food look irresistible. Lifestyle images should reflect the values of connection, empowerment, and joyful indulgence. The visual identity should be as bold and high-quality as the copy.

Social Perception

Brave the Crave is perceived as a high-quality, premium indulgence with amazing taste, often seen as an innovative and creative alternative to mainstream competitors like Crumbl. For its lactation products, it's perceived as a supportive and understanding brand for mothers, providing effective and enjoyable solutions.

Copy Examples

• •Don't settle for ordinary. Your craving deserves an answer, and this is it. The Crownie is a rebellious triple chocolate masterpiece baked for the bold. This isn't just a cookie, it's a statement. Go on, you've earned it. #BraveTheCrave #Indulgence #CookiePerfection #NZMade
• •You're nurturing a new life—let us help nurture you. Our delicious Lactation Cookies are crafted with premium, natural ingredients to support your breastfeeding journey. Because taking care of yourself is the bravest thing a mama can do. Taste the support. #BraveTheCrave #LactationCookies #NewMama #BreastfeedingSupportNZ
• •Stop Eating Boring. Life's too short. We're here to start a dessert revolution, one ridiculously delicious cookie at a time. Brave the Crave and taste the difference. [Shop Now]
• •That craving is calling. Are you brave enough to answer?
• •As if you'd settle for anything less. This box is for the days when only pure, unadulterated indulgence will do. Packed with our richest, most decadent cookie creations, the "As If" box is your permission slip to treat yourself like the royalty you are. Go ahead, make your day.