Brand Tone

Friendly, personal, passionate, quirky, professional, and confident.

Brand Values

• •Quality and Health
• •Affordability
• •Creativity and Joy
• •Community and Connection
• •Authenticity

Best Practices

• •Always Tell the Story: Continuously weave the brand's origin story and the "why" behind the business into your copy. Mentioning Asher, the "neurotic but very lovable dog," makes the brand relatable and authentic.
• •Embrace the "Funky Workshop" Vibe: Use warm, inviting, and slightly quirky language. Phrases like "funky little workshop," "thingamajigs," and "pet treats, reimagined" reinforce the brand's creative and approachable personality.
• •Lead with Joy and Passion: Center the copy around the emotional benefit of the treats a creating moments of joy for pets and their owners. Use active, positive language. The tagline "Joy is not made to be a crumb" is a powerful anchor for this.
• •Balance Playfulness with Professionalism: While the tone is friendly, always back it up with clear, confident statements about ingredient quality, safety standards, and the health benefits of the products. Be transparent about what's in the treats and why.
• •Foster a Sense of Community: Address your audience directly ("you and your pups and cats"). Encourage interaction, invite them to the physical store, and share customer-generated content (with permission) to build a loyal "pack" around the brand.

Social Perception

Premium yet accessible, local artisan pet bakery known for beautiful, aesthetic, healthy, and safe treats. Perceived as detail-oriented, creative, committed to quality, trustworthy, and passionate about animal well-being.

Copy Examples

• •Mornings just got a little brighter in our funky little workshop! ✨ Introducing Sunrise Paws, our newest creation made with cage-free chicken and organic pumpkin. Because your best friend deserves a breakfast of champions. Human-grade, no weird stuff, just pure joy in every bite. After all, joy is not meant to be a crumb. Link in bio to fetch yours!
• •Welcome to the club! We're In Good Thyme, a mother-daughter team that started in our kitchen trying to make our anxious pup, Asher, happy. We believe good treats don't need long, complicated ingredient lists. Just real food, made with love. From our funky little workshop in Singapore to your home. Spoil them without spoiling their dinner. Shop our collection now.
• •Unwrap the Joy! Our limited edition holiday treats are here. Handcrafted with festive cheer and the wholesome ingredients you trust. Make their season merry, bright, and delicious. Shop the collection before it's gone!
• •Hey [Customer Name], just a note from our little corner of Singapore to say thanks for being part of our pack. We've been busy baking up a storm and wanted you to be the first to know about our new 'Joyful Journey' line, specially crafted for our senior friends. Because every stage of life deserves a delicious, wholesome treat. Come say hi at the workshop anytime!
• •It all started with him. ❤️ When we couldn't find treats for Asher that were both healthy AND affordable, we decided to make our own. Nine years later, our mission is the same: making the world a more palatable place for our furry friends, without breaking the bank. Thanks for coming on this journey with us.