Brand Tone

Warm and Inviting, Playful and Creative, Artisanal and Quality-Focused, Enthusiastic and Passionate, Community-Oriented

Brand Values

• •Quality and Craftsmanship
• •Sustainability and Responsibility
• •Innovation and Joy
• •Customer Experience
• •Community Connection
• •Nostalgia and Comfort

Best Practices

• •Embrace Warmth and Friendliness: Use inviting and approachable language. Address the audience directly (e.g., "you," "your"). Share the joy and comfort that crumble brings.
• •Highlight Quality and Craftsmanship Subtly: Mention fresh, seasonal, or ethically sourced ingredients naturally within the copy. Let the quality speak through descriptive language that evokes taste and texture.
• •Inject Playfulness and Creativity: Use enthusiastic and slightly whimsical language, especially when describing unique toppings or seasonal specials. Emojis can be used effectively on social media to enhance this.
• •Be Genuinely Passionate: Let the love for crumble shine through. Share the story and the "why" behind the brand when appropriate. Authenticity resonates with customers.
• •Keep it Visually Connected: Ensure the copy complements the highly visual nature of the brand. Use descriptive words that paint a picture, making the reader imagine the look, smell, and taste of the crumbles. Align the energy of the copy with the vibrant and appealing imagery.

Social Perception

Delicious and High Quality, Innovative and Unique, Trendy and "Instagrammable", Worth the Hype (and the Queue), A Treat/Indulgence, Ethically Conscious (to some), Friendly and Passionate Staff, Expanding and Successful

Copy Examples

• •Instagram Post (Image of a vibrant crumble with torched marshmallow): "Feeling the chill? Warm up from the inside out with a pot of pure happiness! ✨ Our classic apple crumble, piled high with dreamy torched marshmallow – because you deserve a little magic. Made with love and the freshest seasonal fruit! #HumbleCrumble #ComfortInACup #TorchedMarshmallow #LondonDesserts #SweetTreats"
• •Website Banner (Highlighting ingredients): "More Than Just Crumble. It’s a commitment to flavour, freshness, and our planet. Discover the care in every spoonful, from our ethically sourced vanilla to our carbon-negative flour. Taste the difference. [Link to Our Values page] #HumbleBeginningsGreatTaste #SustainableSweets #QualityIngredients"
• •TikTok Video Caption (Fast-paced video showing crumble customization): "Your crumble, your rules! 😎 Pick your fruit, choose your crumble (vegan options FTW!), and go wild with toppings! 🔥 What's your dream Humble Crumble combo? Let us know in the comments! 👇 #HumbleCrumbleChallenge #GetYourCrumbleOn #LondonFood #ViralFood #DessertGoals"
• •Facebook Ad (Targeting local Londoners): "London's calling... for crumble! 🇬🇧 Escape the everyday and dive into Britain's most nostalgic dessert, reimagined. Perfect for a cosy treat or sharing with mates. Find your nearest Humble Crumble in Borough Market, Spitalfields, Camden & Covent Garden! #HumbleCrumbleLondon #EatLocal #LondonFoodie #WorldsFirstCrumbleBar"
• •In-Store Signage (Near the ordering point): "Crafted with Care, Just For You. ❤️ Every Humble Crumble is a little pot of joy, made with the best seasonal ingredients and a whole lotta love. We’re passionate about creating the perfect crumble experience – from our kitchen to your hands. Enjoy!"