Brand Tone

Caring, empathetic, practical, simple, heartfelt, and relatable.

Brand Values

• •Connection
• •Convenience
• •Empathy
• •Support

Best Practices

• •Lead with Empathy: Always frame the narrative around the core emotions of the experience: a parent's love and a student's need for comfort and support. Use words that convey care, comfort, and connection.
• •Tell the Founder Story: Regularly incorporate the origin story into marketing materials. It’s a powerful differentiator that builds trust and authenticity. Phrases like "Founded by students, for students" reinforce this.
• •Speak to Both Audiences: Craft messaging that resonates with the gift-giver (parent) by emphasizing ease and peace of mind, while also appealing to the recipient (student) by highlighting desirable and practical products.
• •Focus on the "Why," Not Just the "What": Instead of just listing items in a basket, describe the solution they provide. It’s not just snacks; it’s "fuel for late-night study sessions." It’s not just a blanket; it’s a "cozy hug from home."
• •Use Relatable Occasions: Center campaigns around the college calendar—move-in day, mid-terms, finals, holidays, the first cold of the season, and birthday celebrations—to create timely and relevant purchasing opportunities.

Social Perception

A niche, heartfelt service; thoughtful and convenient. Authenticity and trustworthiness due to student-founded origin. Limited visibility compared to larger competitors, but excels in emphasizing emotional 'care' over mere utility.

Copy Examples

• •From Our Dorm to Yours. Send a box of comfort, care, and essentials to your favorite student. We make it easy to bridge the distance.
• •Late nights, early mornings, and a whole lot of brainpower. Fuel their finals week with our Student Survival Basket! Packed with study snacks, stress-relief goodies, and a reminder that you're cheering them on from home. #DormBaskets #FinalsWeek #CollegeCarePackage #StudentSupport
• •They may have left the nest, but they haven't left your heart. Send a surprise that says, "I'm thinking of you." Our curated Dorm Baskets are designed by former students who know exactly what they miss most from home. Order in minutes, and make their entire week.
• •A Holiday Hug in a Box for Your Student
• •You don't need a special occasion to make their day. The "Just Because" basket is a perfect surprise delivery of snacks, treats, and a little taste of home. It’s the perfect way to let them know they’re on your mind, whether it's a tough Tuesday or a celebratory Friday.