Brand Tone

Enthusiastic, Playful, and Trendy

Brand Values

• •Pursuit of Perfection
• •Family and Nostalgia
• •Quality and Freshness
• •Exclusivity and Community

Best Practices

• •Embrace the "Drop" Mentality: Always use language that creates urgency and exclusivity. Use terms like "Drop Alert," "Limited Batch," "Sell Out Fast," and "Set Your Alarms" to reinforce the sneaker-culture-inspired sales model.
• •Focus on the "Gooey" Center: The "slightly undercooked-esque center" is a core brand differentiator. Consistently use descriptive, sensory words like "gooey," "molten," "ooey-gooey," and "melty" to describe the cookie's texture.
• •Tell the Nostalgia Story: Connect flavors to shared memories and feelings. Frame new creations around childhood favorites, classic combinations, or seasonal traditions to build a stronger emotional bond with the audience.
• •Use Energetic & Playful Language: Keep the tone upbeat and fun. Use emojis ( , , ), exclamation points, and enthusiastic adjectives. Maintain the "sneaker-head" persona with terms like "kicks," "OG," and "#chipkicked."
• •Highlight the Family & Science Angle: Remind customers that the brand is family-run and backed by a passion for perfection. Mentioning the "science" behind the perfect bake adds a layer of credibility and craftsmanship to the playful brand identity.

Social Perception

Customers and media perceive Chipkick Cookies as a premium, indulgent treat worth the effort to acquire. They are seen as more than just a cookie; they are an experience.

Copy Examples

• • DROP ALERT This Friday, it’s a trip down memory lane. Meet the PB&J 2.0. Our signature dough packed with peanut butter chips and a gooey raspberry jam core. Just like mom used to make, but bigger. WAY bigger. Set your alarms for 1 p.m. EST. You know the drill—once they're gone, they're gone. #chipkicked #cookiedrop #pbj #nostalgia
• •The Cookie You've Been Dreaming Of. Big, gooey, and impressively stuffed. We're on a mission to create the perfect cookie, baked fresh and dropped weekly. This isn't your average cookie. This is a Chipkick. Button: Get #chipkicked
• •Your Weekend Just Got a Whole Lot Gooier. Chantilly's own Chipkick Cookies is dropping a fresh batch this Friday! We're a family-run shop obsessed with creating the ultimate cookie experience. Think perfectly undercooked centers, nostalgic flavors, and enough chocolate to make your week. Limited quantities available for local pickup and nationwide shipping. Call to Action: Order Now & Taste the Hype!
• •Subject: We Miss You! Here’s a Little Something Sweet. Body: Hey [Customer Name], The ovens have been hot and we've been thinking about you. We just dropped our new White Chocolate Raspberry flavor and we have a feeling you're going to love it. As a thank you for being part of the Chipkick family, here's early access to the drop before it goes public. Don't wait—they won't last long! #cookiefam
• •Name: The OGio Description: This is where it all started. Our relentless, scientific pursuit of the perfect chocolate chip cookie. We pack this one with both chocolate chips and massive chocolate chunks for a complex flavor, then finish it with a sprinkle of sea salt. The result? A perfectly crisp edge, a gooey, slightly undercooked center, and an unforgettable chocolate pull. Reheat for 7 minutes at 350 F for a life-changing experience.