Brand Tone

Friendly and Approachable, Enthusiastic and Passionate, Creative and Playful, Informative and Helpful, Authentic and Down-to-Earth

Brand Values

• •Quality Ingredients
• •Handcrafted and Freshness
• •Creativity and Innovation
• •Passion for Baking
• •Customer Experience and Community
• •Team Spirit and Employee Empowerment

Best Practices

• •Embrace Enthusiasm: Always write with genuine passion and excitement for the products and the joy of baking. Use exclamation points judiciously to convey energy.
• •Keep it Friendly and Conversational: Use "you" and "we" to create a direct connection with the audience. Avoid overly formal language; imagine talking to a friend who loves cake.
• •Highlight Quality and Craftsmanship: Subtly weave in mentions of fresh, high-quality ingredients and the handcrafted nature of the bakes. This reinforces brand values without sounding boastful.
• •Be Visually Descriptive and Evocative: Use words that appeal to the senses – "gooey," "fluffy," "creamy," "rich," "vibrant." Make the audience imagine the taste and texture.
• •Maintain Authenticity and Transparency: Whether it's sharing a baking tip or talking about the team, let the genuine, down-to-earth personality of the brand (and Cupcake Jemma) shine through.

Social Perception

Positive and Adored, Inspirational, High Quality (Sometimes Pricey), Visually Appealing, Associated with Joy and Celebration, Authentic & Trustworthy

Copy Examples

• •Instagram Post (New Cookie Launch): "Warning: May cause extreme happiness! 🎉 Say hello to our brand NEW [Cookie Name] cookie – a chunky, chewy, gooey masterpiece packed with [Key Ingredients]. Freshly baked and ready to make your day a whole lot sweeter. Grab yours in-store or order online for nationwide delivery! #CrumbsAndDoilies #NewCookie #SweetTreats #BakedWithLove #LondonBakery"
• •Website Banner (Celebration Cakes): "Life’s too short for boring cake! ✨ Let Crumbs & Doilies craft the showstopper for your next celebration. From whimsical birthdays to elegant anniversaries, we bake your dreams into delicious reality using the finest ingredients. Design your own or choose a classic – pure, handcrafted joy awaits! [Link to Cake Page] #CelebrationCake #LondonCakes #BespokeBakes #PartyTime"
• •TikTok Video Teaser (Recipe Sneak Peek): "Want to know the secret to our [Popular Bake]? 😉 We’re spilling (some of!) the beans on CupcakeJemma’s YouTube channel this week! Get ready for fun, flavour, and a sprinkle of C&D magic. Link in bio to subscribe – you won’t want to miss this! #CupcakeJemma #BakingSecrets #RecipeDrop #CrumbsAndDoilies #GetBaking"
• •Email Newsletter (Seasonal Special): "Hello Sunshine! ☀️ Our [Seasonal Flavour] Cupcakes are here to brighten your week! Imagine: a light, fluffy sponge bursting with [Seasonal Ingredient], topped with our signature creamy buttercream. It’s a little bite of [Season] heaven. Limited batch, available now in Soho and for London delivery! [Link to Order] #SeasonalSpecial #CupcakeLove #LimitedEdition #FreshlyBaked #CrumbsAndDoilies"
• •Product Description (Brownie Box): "Dive into pure indulgence with our legendary Brownie Box! Each square is a rich, fudgy adventure, handcrafted with the best Callebaut chocolate and a whole lotta love. Perfect for sharing (or not, we won’t judge 😉). Choose your favourite flavours or let us surprise you! Delivered straight to your door, UK-wide. #BrownieGoals #ChocolateLovers #TreatYourself #UKDelivery #CrumbsAndDoilies"