Brand Tone

Inclusive & Welcoming, Playful & Whimsical, Passionate & Authentic, Empathetic & Understanding, Positive & Joyful, Relatable & Humorous

Brand Values

• •Inclusivity: Catering to a wide range of dietary needs (vegan, gluten-free, soy-free, dairy-free, egg-free, kosher).
• •Quality & Taste: Striving to make delicious treats that don't taste like a compromise, using high-quality ingredients.
• •Safety & Trust: Providing a safe haven for customers with severe allergies, with clear ingredient information.
• •Joy & Celebration: Believing that everyone deserves to enjoy delicious baked goods, especially during celebrations.
• •Pioneering Spirit & Innovation: Being a leader in allergen-friendly baking and continually evolving.
• •Integrity & Transparency: Being open about ingredients and baking processes. As Erin McKenna stated, one of her founding rules was to "create a bakery free of harmful ingredients."

Best Practices

• •Emphasize Inclusivity Always: Use language that welcomes everyone, explicitly mentioning "for everyone," "safe for all," and highlighting the allergen-free nature positively rather than restrictively. Phrases like "Sweets for All" capture this.
• •Lead with Joy and Indulgence: Focus on the positive emotions associated with treats – happiness, celebration, delight. Avoid overly clinical or restrictive language when describing the "free-from" aspects. Instead of "lacks gluten," try "crafted with amazing gluten-free flour." The bakery's promise is "indulgence without compromise."
• •Maintain a Hint of Whimsy and Playfulness: Incorporate lighthearted, cheerful, and sometimes fun language. This aligns with the bakery's pink aesthetic and Erin's personal, approachable style.
• •Be Authentic and Transparent: Share stories, be open about ingredients (as they are on their FAQ page), and let Erin McKenna's genuine passion shine through. This builds trust, a crucial factor for a brand centered on allergen safety.
• •Be Empathetic and Understanding (Without Being Pitying): Acknowledge the challenges of dietary restrictions but focus on the solution and the joy your products bring. The copy should empower customers, making them feel understood and catered to, not singled out for their limitations.

Social Perception

Lifesaver for Allergy Sufferers, Pioneer and Leader, High-Quality Indulgence, A "Happy Place", Mixed on Price/Value by Some, Community Focused

Copy Examples

• •Headline: Sweet Freedom. Zero Worry. Pure Joy. Body: At Erin McKenna's, everyone gets a seat at the dessert table. Dive into delicious, worry-free treats, all vegan, gluten-free, and crafted with love. Because life’s too short to skip dessert! Call to Action: Find your new favorite treat!
• •Headline: Remember the joy of a bakery? We kept it. And made it for everyone. Body: The smell of fresh baking, the sight of colorful cupcakes... We believe those simple joys should be for everyone. That’s why every single goodie at Erin McKenna’s is vegan, gluten-free, soy-free, and awesomely delicious. Call to Action: Visit us and taste the happiness!
• •Headline: Allergy-friendly? Yes. Taste-compromised? Never. Body: We started with a mission: create the most delicious treats for those who thought they couldn't indulge. From our famous donuts to our delightful cookies, it's all the flavor, none of the worry. Call to Action: Order your guilt-free goodies today!
• •Headline: Celebrate Every Moment. Safely & Sweetly. Body: Birthdays, milestones, or just a Tuesday – make it special with Erin McKenna’s. Our treats are crafted with care, ensuring everyone can join the celebration without a second thought about allergens. Call to Action: Plan your next celebration with us!
• •Headline: The Secret Ingredient? Joy. (And really good gluten-free flour.) Body: We pour our hearts (and the best allergen-free ingredients) into every bake. Because making you smile with a delicious, safe-to-eat treat is what we live for. Call to Action: Discover your happy bite!