Brand Tone

Whimsical & Playful, Friendly & Approachable, Heartfelt & Genuine, Delightful & Celebratory

Brand Values

• •Joy & Happiness
• •Handmade Quality & Freshness
• •Artistry & Cuteness ("Kawaii")
• •Seasonality & Tradition
• •Thoughtfulness & Connection
• •Innovation & Collaboration

Best Practices

• •Embrace Whimsical Language: Use playful, imaginative, and cheerful words. Think delightful, magical, charming, bursting with joy, a sprinkle of fun.
• •Focus on Sensory Details & Emotion: Describe not just how the treats look, but the textures, the fresh smells, and the happy feelings they evoke (melts in your mouth, a burst of sunshine, cuddle up with a cookie).
• •Highlight the Handmade and Fresh Aspects: Consistently weave in phrases that reinforce the care and quality, like baked fresh this morning, crafted by our patissiers, made with love and the finest ingredients.
• •Incorporate Storytelling: Share the inspiration behind designs, collaborations, or seasonal items. Talk about the artists you work with or the traditions that inspire your baking. This makes the brand more relatable and engaging.
• •Maintain Visual-Verbal Harmony: Ensure the copy reflects the bright, colorful, and cute imagery used in visuals. The words should feel as delightful and inviting as the pictures of the products. The tone in captions should match the aesthetic of the photos and videos.

Social Perception

Cute and Visually Appealing, Delicious, Ideal for Souvenirs/Gifts, High Quality, A Treat, Convenient (Tokyo Station Location), Innovative and Engaging

Copy Examples

• •Headline: Taste a Little Bit of Happy! Body: Our handmade cupcakes are baked fresh daily, just to make you smile. Each one is a tiny masterpiece, full of flavour and fun. Treat yourself or share the joy! #FairycakeFair #SweetDelights
• •Headline: Gifts Baked with Love (and the Cutest Animals!) Body: Looking for a present that’s as delightful to give as it is to receive? Our Baked ZOO collection and charming cookie tins are packed with personality and deliciousness. Perfect for saying thank you, thinking of you, or just you're awesome! #HandmadeHappiness #TokyoTreats
• •Headline: Unwrap a Moment of Whimsy. Body: From the first peek at our playful packaging by [Artist Name, if applicable] to the last delicious crumb, Fairycake Fair is an experience. We believe in sweets that tell a story and brighten your day. What story will yours tell? #FairycakeMagic #EatPretty
• •Headline: Seasonal Sweets to Celebrate Today! Body: Spring has sprung (or winter's here!) and so have our new seasonal cupcakes! Bursting with fresh [seasonal ingredient] and decorated with a touch of Fairycake flair, they’re here for a good time, not a long time. Pop in and taste the season! #SeasonalJoy #LimitedEditionSweetness
• •Headline: More Than Just a Cookie: It’s a Miracle! Body: Our Miracle Cat Cookie Tin isn't just filled with charming, uniquely patterned handmade cookies; it's a little box of hope. A portion of every sale goes to support animal welfare. Sweet treats that do good? That's our kind of magic. #CookiesForACause #FairycakeCares