Brand Tone

Nostalgic, Playful, Quality-Focused, Artisan, Confident (but not arrogant), Community-Oriented, Welcoming, Slightly Indulgent

Brand Values

• •Quality Craftsmanship
• •Nostalgia Reimagined
• •Customer Satisfaction
• •Community Connection
• •Passion for Baking

Best Practices

• •Embrace Nostalgia Authentically: Continuously tap into those cherished childhood memories but always highlight the quality, artisan elevation Humble brings. Use language that evokes warmth and familiarity.
• •Show, Don't Just Tell, Quality: Use vivid descriptions that appeal to the senses (e.g., "pillowy soft," "golden crumbly pastry," "rich and creamy"). High-quality photography and videography are essential.
• •Maintain a Confident Humility: Let the awards and customer love speak for themselves, but maintain a welcoming and approachable tone. The name "Humble" offers a nice juxtaposition to the "anything but humble" quality of the food.
• •Engage with the Community: Respond to comments and messages in a friendly and appreciative manner. Share user-generated content (with permission) to foster a sense of community.
• •Be Consistent Across Platforms: Ensure that the visual style and tone of voice are aligned across the website, Instagram, TikTok, and any other communication channels. Whether it's a witty caption or a descriptive product detail, it should always feel like it's coming from Humble.

Social Perception

Highly Praised for Quality & Taste, "Must-Visit" Bakery, Iconic & Award-Winning, Good for a Treat/Indulgence, Associated with Excellence, Instagrammable

Copy Examples

• •Remember those after-school finger bun days? We've brought them back, but with a little Humble magic. Fluffy, fruity, and that perfect pink icing with a generous slab of butter. Pure, delicious nostalgia. ✨ #HumbleSydney #FingerBunLove #SydneyBakery #NostalgicTreats
• •Baked fresh, every single day. From our hands to yours, Humble Sydney brings you artisan breads, pastries, and those classic treats you dream about. Taste the tradition, reimagined. #HumbleBeginnings #QualityBaked
• •Your happy place is a Humble counter full of choices! 😉 Sweet or savoury, what’s your pick today? Lamingtons, pies, or the OG finger bun? Let us know in the comments! 👇 #HumbleSydneyEats #SydneyFood #BakeryLife #TreatYourself
• •Lunch just got a serious upgrade. Our gourmet sandwiches are crafted with fresh, locally sourced ingredients and our daily-baked artisan bread. Generous, flavourful, and anything but ordinary. Pop into Humble for a bite that’ll make your day. #HumbleLunch #SydneySandwiches #FreshIsBest
• •Early mornings, warm ovens, and the smell of happiness. ✨ Our bakers are hard at work creating your Humble favourites. Passion and quality ingredients in every bite. #BehindTheBake #HumbleCraftsmanship #SydneyCafe