Brand Tone

Heartfelt & Genuine, Artisanal & Quality-Focused, Creative & Whimsical, Approachable & Friendly, Passionate

Brand Values

• •Storytelling & Connection: Believing that branding is about telling their story and connecting with people through their bakes.
• •Quality & Natural Ingredients: A commitment to using high-quality, all-natural ingredients without artificial additives.
• •Artisanal Craftsmanship & Attention to Detail: Focusing on rustic, handcrafted baked goods with attention to both taste and packaging.
• •Joy & Gifting: Striving to bring joy to people and elevate the experience of gifting through their products.
• •Creativity & Exploration: Continuously experimenting with classic and novel flavours.
• •Authenticity: Valuing genuine connections and reflecting this in their products and brand narrative.

Best Practices

• •Embrace Storytelling: Consistently weave narratives into product descriptions, social media posts, and website content. Connect flavours and cookie names back to inspirations, people, or emotions.
• •Highlight Quality and Natural Ingredients: Always mention the use of premium, all-natural ingredients. This reinforces the brand's commitment to quality and health-consciousness.
• •Use Warm, Evocative Language: Employ words that evoke feelings of warmth, joy, comfort, and delight. Describe textures and tastes in a way that makes the reader imagine the experience.
• •Maintain a Friendly and Approachable Voice: Even when highlighting artisanal qualities, keep the language accessible and inviting. The brand is about connecting with "folks."
• •Be Consistent Across All Platforms: Ensure the tone and brand messaging are uniform across the website, social media, packaging, and any in-store communication to build a cohesive brand identity.

Social Perception

High-Quality & Delicious, Creative & Innovative, Gift-Worthy, Artisanal & Special, Worth the Price, Popular & Growing

Copy Examples

• •Headline: Every Bite Tells a Story. Discover Yours. Body: At Folks & Stories, our cookies are more than just a treat; they're handcrafted tales inspired by real people and unforgettable moments. Made with the finest natural ingredients, each cookie is a little piece of joy, waiting to be shared. What story will you taste today? Call to Action: Explore Our Latest Collection.
• •Headline: The Sweetest Way to Say You Care. Body: Looking for a gift that speaks from the heart? Our artisanal cookie boxes are thoughtfully curated and beautifully packaged, turning every occasion into a cherished memory. Because the best gifts are the ones with a story to tell. Call to Action: Gift a Story.
• •Headline: Meet the "Curious Merrymaker" – A Cheesecake Swirl in a Dark Chocolate Dream. Body: Just like that friend who’s always up for an adventure, our Curious Merrymaker cookie is a delightful surprise. Rich dark chocolate cookie meets tangy cheesecake swirls for a taste that’s both familiar and daring. Ready to spark some joy? Call to Action: Try a Little Curiosity.
• •Headline: Baked with Love, Inspired by You. Body: From a university project to a beloved bakery, Folks & Stories was born from a passion for creating sweets that warm the soul. We use only natural ingredients, just like you would at home, because we believe in the simple goodness of a freshly baked cookie. Call to Action: Taste the Passion.
• •Headline: More Than Just a Cookie. It's a Moment. Body: Soft, chewy, and bursting with unique flavours – our cookies are crafted to make your everyday a little more special. Whether it's a treat for yourself or a surprise for a loved one, find your perfect moment with Folks & Stories. Call to Action: Find Your Flavour.