Brand Tone

Joyful & Celebratory, Wholesome & Simple, Quality-Focused & Artisanal, Approachable & Caring, Modern & Fresh

Brand Values

• •Quality Ingredients: "Best local and seasonal ingredients" is a stated part of their philosophy.
• •Joy & Celebration: "Floss is all about the simple, wholesome joy of cake. Cake to celebrate birthdays. Cake to let someone know you care. Cake to make Sunday afternoon feel a little bit special."
• •Inclusivity: Offering a range of dietary options (vegan, gluten-free, dairy-free, nut-free) because "everyone deserves great cake."
• •Community: Operating out of their sister-café, Florence, described as "A dedicated space for good coffee, brunch, and community."
• •Authenticity/Simplicity: "We're not about novelty. Just classic flavours."

Best Practices

• •Emphasize Joy and Celebration: Use uplifting and positive language. Focus on how the cakes contribute to happy occasions and special moments.
• •Highlight Quality and Freshness: Consistently mention the use of "local," "seasonal," and "best" ingredients. Describe the taste and texture in an appealing way.
• •Maintain an Approachable & Caring Voice: Write as if you're talking to a friend about something you're passionate about. Be clear, helpful (especially regarding dietary information), and warm.
• •Keep it "Classically Modern": Balance descriptions of traditional, beloved flavours with hints of contemporary style and fresh interpretation. Avoid overly trendy or gimmicky language, aligning with their "not about novelty" stance.
• •Visual-Verbal Harmony: Ensure the copy reflects the bright, appealing, and high-quality visuals used on the website and social media. Use descriptive words that evoke the images customers see.

Social Perception

Floss Bakes is perceived as a provider of high-quality, delicious, and visually appealing cakes, particularly for celebrations. They are recognized as a good option for those with dietary restrictions. Their connection to the Florence Cafe likely adds to their reputation for quality and community focus within the Camp Hill, Brisbane area. Customers seem to appreciate the taste and the modern aesthetic of their cakes.

Copy Examples

• •Life's sweetest moments deserve a Floss Bake. Crafted with love and the best local ingredients, because every celebration should taste as good as it feels. Explore our range of joyous cakes.
• •Gluten-free never tasted so good! At Floss Bakes, we believe everyone deserves a stunning (and delicious!) cake. Discover our inclusive range and let us sweeten your day.
• •Another trip around the sun? Make it extra special with a Floss Bakes celebration cake. Freshly baked in Brisbane with a modern twist on classic flavours you’ll adore.
• •Indulge in a classic, reimagined. Our Strawberries + Cream cake is pure joy – light sponge, fresh local berries, and dreamy cream. Simple, wholesome, and utterly delicious.
• •At Floss Bakes, it’s simple: great ingredients, classic recipes with a fresh take, and a whole lot of joy baked into every layer. Because life’s too short for anything less than amazing cake.