Brand Tone

Artisanal & Passionate, Nostalgic & Comforting, Quality-Driven & Wholesome, Friendly & Engaging, Community-Oriented

Brand Values

• •Quality: Using the best local ingredients (e.g., Pepe Saya Buttermilk, Olsson's Sea Salt, Australian wholemeal flour) and traditional, small-batch fermentation processes are paramount.
• •Artisanship & Tradition: Emphasis on handcrafted products made with care, skill, and a nod to traditional methods.
• •Nostalgia & Joy: Bringing back a beloved food item and creating happy, comforting experiences for customers.
• •Local Support & Community: Sourcing ingredients locally, supporting other Australian businesses, and fostering a sense of community.
• •Authenticity: Being genuine in their product and storytelling, driven by the founder's personal passion.
• •Versatility & Creativity: Encouraging customers to enjoy crumpets in diverse ways, both sweet and savory.

Best Practices

• •Embrace Storytelling: Weave Merna's personal journey, the inspiration behind the brand, and the nostalgic element into your copy. Share the "why" behind the crumpets.
• •Highlight Quality & Craftsmanship: Consistently use descriptive language that emphasizes the artisanal nature, the small-batch process, and the premium local ingredients. Words like "handcrafted," "slow-fermented," "finest local produce," and "artisan" should be staples.
• •Maintain a Warm and Inviting Voice: Whether it's a social media post, email newsletter, or website copy, keep the tone friendly, approachable, and passionate. Engage with the audience as if you're sharing something you genuinely love.
• •Focus on the Sensory Experience & Versatility: Describe the taste, texture, and aroma of the crumpets. Showcase their versatility with enticing serving suggestions and recipes, appealing to both sweet and savory preferences.
• •Champion Local & Community: Regularly mention the use of local ingredients and collaborations with other Australian businesses. This reinforces brand values and resonates with customers who prioritize supporting local.

Social Perception

Premium Quality Product, Delicious & Unique, Worth the Price, Associated with Nostalgia and Comfort, Supportive of Local, Innovative & Adaptable

Copy Examples

• •Headline: Rediscover a Classic. Experience Crumpets by Merna. Body: Remember those golden, hole-filled delights? We're bringing them back, better than ever. Handcrafted with love, local sourdough, and the finest Aussie ingredients. It's not just a crumpet; it's a warm hug from your childhood. Call to Action: Find your nostalgic moment. Shop now.
• •Headline: From Our Kitchen to Yours: The Secret's in the Sourdough. Body: At Crumpets by Merna, we don't rush perfection. Our crumpets are slow-fermented in small batches, creating that signature tangy flavor and perfect, fluffy texture. Taste the passion in every bite. Call to Action: Taste the artisan difference.
• •Headline: More Than Just Breakfast. It's a Merna Moment. Body: Whether piled high with sweet berries or topped with savory delights, our versatile crumpets are your canvas for culinary creativity. Perfect for a cozy morning, a fancy brunch, or a comforting snack anytime. Call to Action: Get inspired! See our recipes.
• •Headline: Supporting Local Never Tasted So Good. Body: We believe in the power of community. That's why we partner with Aussie farmers and producers like Pepe Saya to bring you crumpets made with the best local ingredients. Good for your tastebuds, good for our community. Call to Action: Support local. Taste the difference.
• •Headline: Gift a Box of Happiness: Crumpets by Merna. Body: Looking for a unique and delightful gift? Our beautifully packaged crumpets are perfect for the foodie in your life. Handcrafted, delicious, and sure to bring a smile. Call to Action: Send a delicious surprise today.