Brand Tone

Passionate & Enthusiastic, Creative & Innovative, Direct & Sometimes Abrupt, Authentic & Unapologetic, Community-Focused (emerging)

Brand Values

• •Creativity & Artistry
• •Quality & Indulgence
• •Passion
• •Value (in their own way)
• •Hard Work & Dedication

Best Practices

• •Embrace the "Passionate Artist" Voice: All copy should reflect genuine enthusiasm and a love for the creative process. Use vivid, sensory language to describe flavors and textures. Let Cheyenne's "mad brilliance" shine through.
• •Balance Enthusiasm with Clarity: While the passionate, slightly chaotic vibe is part of the charm, ensure essential information (hours, pre-order deadlines, location) is clear, easy to find, and consistently updated, especially on the most used channels like Instagram.
• •Lean into Visual Storytelling: Continue to let high-quality, drool-worthy photos and videos of the pastries do a lot of the talking. The "art" speaks for itself. Captions can then amplify the visual excitement.
• •Be Authentically Direct, but Approachable: It's okay to be direct about policies (like pre-orders or sell-outs), given they are a small team. However, frame these as a consequence of high demand and dedication to freshness, rather than just stark rules. Adding a touch of gratitude for customer understanding can soften the edges. For instance, "We bake everything fresh daily in small batches, so popular items sell out fast! Pre-ordering is the best way to guarantee your treats. Thanks for loving what we do!"
• •Engage with the Community (When Possible): While primarily product-focused, occasionally share snippets of the "why" behind Café Babette, the neighborhood connection, or a thank you to the supportive customers. This reinforces the "small team, big passion" narrative and can build stronger loyalty. Acknowledge the hype and thank customers for being part of the journey.

Social Perception

A "Must-Try" Destination / Hidden Gem, Worth the Hassle, Exciting & Unpredictable, Visually Stunning & "Instagrammable", A Bit Chaotic but Lovable, Artisanal & High-Quality

Copy Examples

• •🤯 FRESH DROP! 🤯 This isn't just a pastry, it's an experience. Our [Name of Cruffin] is stuffed with [Flavor 1], drizzled with [Flavor 2], and topped with pure magic. Yeah, we went there. Open Thurs-Sat, but you know the drill – these beauties fly fast! Pre-order link in bio (if you're quick!). #CafeBabetteIndy #MaximalistPastries #WorthTheHype #IndyFood #GarfieldParkGems
• •Your weekend just got a whole lot sweeter. 💖 The ovens are blazing, and we're crafting up your favorites + some wild new creations Cheyenne dreamed up at 3 AM. Seriously. Come see what's fresh at 2627 Shelby St. We're here 'til sell out! Check our stories for today's full lineup (if we can keep up!). #CafeBabette #IndyBakery #FrenchInspired #EatMorePastry #SupportSmallAndSweet
• •Welcome to Café Babette! We're a small team pouring our hearts into every bake. Pre-orders are your best friend for snagging our most popular treats. We bake fresh in limited batches, so when it's gone, it's gone! Thanks for your amazing support – it means the world to us. Current Hours & Pre-Order Info [Link].
• •Think you've seen it all? 😏 Think again. Café Babette. Garfield Park, Indy. 🔥 #CafeBabette #PastryArt #OverTheTop #IndyEats #FoodieHeaven #YouNeedThis
• •Tired of boring baked goods? Café Babette in Garfield Park is where pastry dreams (and delicious chaos) come true. Insanely creative, always fresh. Thurs-Sat. 2627 Shelby St. Dare to indulge. cafebabette.com