Brand Tone

Inclusive & Celebratory, Playful & Creative, Passionate & Authentic, Community-Focused

Brand Values

• •Inclusivity & Acceptance
• •Joy & Celebration
• •Quality & Craftsmanship
• •Accessibility
• •Creativity & Innovation
• •Community Support

Best Practices

• •Embrace Inclusivity in All Communications: Ensure language is welcoming to everyone. Actively feature diverse voices and stories where appropriate, especially those from the LGBTQIA+ community, reflecting the brand's core.
• •Inject Playfulness and Creativity: Use vibrant language, puns (when appropriate, like "scone" above), and emojis that align with a joyful, energetic tone. Don't be afraid to be bold and a little cheeky, mirroring the "pastry gay" persona.
• •Stay Authentic and Passionate: Let the genuine love for baking and community shine through. Share behind-the-scenes content, stories of the founders, and the inspiration behind new products.
• •Foster Community Engagement: Address your audience directly (e.g., "Butterbesties"). Encourage interaction, respond to comments with the brand's characteristic warmth and wit, and make customers feel like part of the Butterboy family.
• •Highlight Both Product Quality and Unique Experiences: Balance posts about delicious pastries with promotions for events like Drag Brunch. Ensure that the copy for both reflects the same energetic, inclusive, and celebratory tone.

Social Perception

Loved for Pastries, Celebrated for Inclusivity, Unique & Entertaining, Community Hub, Innovative

Copy Examples

• •Headline: Taste the Rainbow, Savor the Joy! 🌈🥐 Body: Our Pride-themed croissants are back! Bite into layers of flaky goodness and celebrate love in every flavor. #ButterboyPride #QueerJoy #BakedWithLove
• •Headline: Your Weekend Just Got More Fabulous! ✨ Body: Join us for Drag Brunch this Saturday! Expect dazzling performances, delicious pastries, and a whole lotta fun. Book your spot before it’s scone! 😉 #ButterboyDragBrunch #ManilaDrag #PastryGays
• •Headline: Not Your Lola's Usual Caldereta... It's a Croissant! 🇵🇭 Body: We’re twisting traditions and baking happiness. Try our savory Caldereta Croissant – a truly Filipino treat that’s crunchy, beefy, and oh-so-Butterboy! #FilipinoFlavors #ButterboyBakes #SupportLocalPH
• •Headline: Hey Butterbesties! What’s Flakier Than Our Croissants? Body: (Spoiler: Nothing!) 😉 Swing by our kiosks at SM MOA or SM North Edsa for your daily dose of buttery, flaky happiness. We’re spreading the joy, one laminated pastry at a time! #ButterboyPH #CroissantLove #SweetTreatsManila
• •Headline: Bake the World a Butter Place! 🧈❤️ Body: From classic butter croissants to daring danishes, we pour our heart (and lots of butter) into every bake. Making pastry accessible and a little bit extra – that's the Butterboy promise. #SpreadingJoy #ButterboyBakehouse #PastryPerfection