Brand Tone

Warm & Welcoming, Authentic & Genuine, Nostalgic & Comforting, Proudly Hawaiian, Community-Focused

Brand Values

• •Tradition & Heritage
• •Quality
• •Aloha Spirit
• •Community
• •Authenticity
• •Innovation

Best Practices

• •Embrace Aloha: Consistently weave the concept of Aloha (love, warmth, hospitality, sharing) into messaging. Use welcoming, friendly, and inclusive language.
• •Highlight Heritage & Authenticity: Regularly reference the Since 1921 legacy, Made in Hawaii promise, and the use of traditional recipes and local ingredients. Tell stories about the bakery's history and connection to the islands.
• •Evoke Nostalgia & Comfort: Tap into cherished memories and the comforting nature of the products. Use language that suggests familiarity, tradition, and simple joys shared with family and friends.
• •Showcase Community Connection: Actively communicate community involvement, fundraising efforts, and support for local Ohana. This reinforces the brand as a caring and integral part of Hawaii.
• •Use Sensory & Flavorful Language: Describe the taste, texture (crunchy, crispy, buttery), and tropical flavors (lilikoi, guava, coconut, macadamia nut) in an appealing and ono-licious (delicious) way to make the products irresistible.

Social Perception

Beloved Local Institution, Trusted Brand, Iconic Taste of Hawaii, Comfort Food, Community Contributor, Generally Positive Reviews

Copy Examples

• •Since 1921, Sharing the Warmth of Aloha, One Bite at a Time. From our 'ohana to yours, Diamond Bakery crackers and cookies are made with the same dedication to quality and tradition that started over a century ago. Taste the heritage of Hawaii. #DiamondBakery #TasteOfAloha #MadeInHawaii
• •Your Daily Dose of Hawaiian Sunshine. Brighten your day the island way with our Lilikoi Shortbread cookies! Made with real fruit and baked fresh in Hawaii, it’s a tropical escape in every bite. Find your favorite flavor at diamondbakery.com. #HawaiianCookies #DiamondBakeryHawaii #IslandFlavors
• •Generations of Smiles, Baked with Love. Remember sharing Diamond Bakery Animal Crackers as a kid? Some traditions are too sweet to outgrow. Share a box with someone you love today and keep the aloha going. #DiamondBakeryMemories #HawaiiTradition #ComfortFood
• •The Crunch That Connects Our Community. For over 100 years, we've been more than just a bakery; we're a part of Hawaii. Thank you for making us your go-to for celebrations, quiet moments, and everything in between. Supporting our community, one delicious cracker at a time. #HawaiiOhana #DiamondBakeryCommunity #Since1921
• •Real Hawaiian Ingredients, Real Ono-licious Taste. We believe in the best for our bakery and for you. That’s why we use pristine Hawaiian water and local ingredients to bake the snacks you’ve loved for generations. Experience the authentic taste of Diamond Bakery. #OnoGrindz #HawaiiMade #DiamondBakeryQuality