Brand Tone

heartfelt, celebratory, and indulgent

Brand Values

• •Family and Legacy
• •Handmade Quality
• •Faith and Gratitude
• •Creative Innovation

Best Practices

• •Lead with the 'Why': Always connect the product back to the brand's core story. Whether it's a social media post or a product description, weaving in words like 'family,' 'tradition,' 'legacy,' or 'handcrafted' reinforces the brand's heartfelt identity.
• •Use Celebratory Language: Frame purchases as moments of joy. Use active, exciting words like 'celebrate,' 'discover,' 'indulge,' 'treat yourself,' and 'experience' to position the products as more than just food.
• •Lean into Sensory Details: Describe the taste, texture, and aroma of the baked goods. Use rich, descriptive adjectives—'creamy layers,' 'gooey insides,' 'rich velvety texture,' 'buttery crust'—to make the copy as indulgent as the treats themselves.
• •Embrace Your Unique Hashtag: Continue to consistently use and encourage the use of #CaKeD. It’s a short, memorable, and unique brand asset that encapsulates the indulgent, celebratory experience.
• •Maintain a Personal Voice: Write as if the mother-daughter duo is speaking directly to the customer. Use 'we' and 'our' to create a sense of personal investment and community. Phrasing like, 'We pride ourselves on...' or 'Welcome to our Sweet world...' makes the brand feel accessible and human.

Social Perception

Overwhelmingly positive, perceived as high-quality, delicious, professional, welcoming, a hidden gem, and offering a memorable experience.

Copy Examples

• •More than a dessert, it's a memory in a jar. Our Southern Banana Pudd'N is crafted from a family recipe, layered with creamy goodness and wafer cookies for that perfect, comforting bite. Taste the tradition.
• •Welcome to the Sweetest Celebration. At Carnell's, every cake, cookie, and pudding is baked with love and a story to tell. Find a new reason to celebrate with us.
• •Dare to indulge? Our new Molten Chocolate Lava Cookie is an eruption of flavor. A rich, dark chocolate cookie stuffed with a warm, gooey fudge center. This isn't just a treat; it's an experience. Get #CaKeD.
• •Taste the Love Again! As part of our family, we wanted to give you the first look at our new seasonal menu. Thank you for making our story so sweet. Come on in and find your new favorite.
• •Make Your Next Event Unforgettable. From custom cakes to our famous mini Butta Cakes, CarnellsCakeryDFW delivers handcrafted 'edible art' that tastes as incredible as it looks. Elevate your celebration.