Brand Tone

Friendly, Playful, and Health-Conscious. Aims to evoke a sense of "guilt-free indulgence" and nostalgia, updated with modern, healthier ingredients. Uses accessible and positive language, making gourmet, health-focused products feel accessible.

Brand Values

• •Health and Wellness
• •Quality Ingredients
• •Inclusivity and Allergen-Friendliness
• •Nostalgia and Enjoyment

Best Practices

• •Lead with "Feel-Good" Language: Always frame the narrative around positive, joyful, and indulgent-yet-healthy terms. Use words like "joy," "delight," "guilt-free," "wholesome," and "nostalgic."
• •Be Transparent and Proud of Ingredients: In every description, highlight the key value propositions: "plant-based," "real fruit," "no artificial anything," "gelatin-free." This reinforces trust and caters to health-conscious consumers.
• •Keep it Playful and Relatable: Use a conversational tone, ask questions, and use light humor. Compare the candy experience to familiar, happy memories (e.g., "summer days and soda fountain adventures").
• •Let the Visuals Match the Vibe: Ensure all photography is bright, colorful, and clean. Focus on the vibrant colors of the candy and fresh fruit ingredients to visually communicate the "natural" and "real" aspects of the brand.
• •Engage with Your Community: When interacting with comments and reviews, maintain the friendly and helpful tone of the brand. Thank customers for their feedback and answer questions in a way that reinforces the brand's positive and approachable personality.

Social Perception

Largely positive, with strong praise for taste, quality, allergen-friendly appeal, and ingredient-conscious choices. Highly valued by customers with food allergies. Some feedback indicates a desire for a wider variety of flavors.

Copy Examples

• •That weekend feeling, bottled up in a bite-sized treat. 🍑 Our Orchard Peach gummies are plant-based, packed with real fruit flavor, and free of anything artificial. It’s the guilt-free indulgence you’ve been dreaming of. #CraftedCandy #PlantBased #RealFruit #VeganTreats
• •Headline: Candy, but better. Sub-headline: We reimagined your favorite childhood sweets with gourmet, plant-based ingredients. All the flavor, none of the bad stuff. Taste the difference.
• •Psst... Your sweet tooth called. (And we’ve got a healthy answer.)
• •Remember the joy of finding the best berry-flavored gummy? We’ve captured that magic in every bag. Our Mixed Berry gummies are a symphony of strawberry, raspberry, and blueberry flavors derived from real fruit. Soft, chewy, and irresistibly juicy, these plant-based wonders are made without gelatin or artificial ingredients. It’s pure, berry-good happiness in every bite.
• •Finally, a candy everyone can say 'yes' to! Crafted Candy is the plant-based, gluten-free, and ridiculously tasty treat that’s perfect for sharing. Made with real fruit for a flavor that pops. Find your new favorite today!