Brand Tone

Personal, approachable, and celebratory.

Brand Values

• •Passion and Craftsmanship
• •Freshness
• •Celebration and Joy
• •Personal Connection

Best Practices

• •Always Use "From Scratch" and "Made with Love": Consistently include these phrases in your captions and website copy to reinforce your core brand value of craftsmanship and personal care.
• •Keep it Personal and Approachable: Write as if you are talking to a friend. Use "I" and "we" to maintain the feel of a personal, home-based business. Ask questions and actively respond to comments to build community.
• •Focus on the Occasion: Frame your desserts as part of a celebration. Use language that evokes joy, togetherness, and special moments to connect with the emotional reasons people buy indulgent treats.
• •Be Visually Descriptive: Let the quality of your ingredients and the appeal of the final product shine through. Use mouth-watering adjectives that describe taste, texture, and aroma (e.g., "creamy," "crunchy," "sweet & tangy," "decadent").
• •Clearly Communicate the "Why": Always explain *why* orders need to be placed in advance. Frame it positively—"to ensure maximum freshness" or "so I can make it perfect for you"—which reinforces the value of quality and care over the slight inconvenience of not offering same-day orders.

Social Perception

Perceived as a beloved local business offering unique, visually appealing, and custom indulgent treats for celebrations. It's a go-to for homemade-style desserts not found in mass markets, appreciated for its trendy offerings like candied items and dessert nachos, tapping into consumers' desire for celebratory experiences.

Copy Examples

• •Make Your Next Celebration Unforgettable. From birthdays to 'just because' parties, nothing says 'special' like a custom dessert. Our Mini Cheesecake Packages are made from scratch just for your event. Pre-order today and bring a little love to the table. #Desserts2Love #JacksonvilleEats #MadeWithLove
• •Ditch the Boring. Try Dessert Nachos. You've never had a treat like this. Crispy, sweet, and loaded with creamy cheesecake and fresh fruit. Our Personal Strawberry Cheesecake Dessert Nachos are a game-changer. Slide into our DMs to order yours for a weekend indulgence! #DessertNachos #JaxFoodie #TreatYourself
• •Freshly Baked, Just for You. We don’t do 'off-the-shelf'. Every Candied Fruit Tray is made to order with the freshest ingredients because you deserve the best. Please order at least 24 hours in advance so we can pour our passion into your dessert. #FromScratch #QualityYouCanTaste #Desserts2Love
• •Our Calendar is Filling Up! Planning a party? Don't wait! Our custom dessert slots are booked on a first-come, first-served basis. Order your party treats now to guarantee a sweet centerpiece for your celebration. Link in bio to see our availability. #PlanAhead #CustomDesserts #JacksonvilleEvents
• •What’s Your Favorite Combo? We love getting creative with our Candied Grapes, and we want to hear from you! What flavor combination should we try next? Drop your ideas in the comments below! The best one might just make it to our menu. #GetCreative #CommunityLove #JaxDesserts