Brand Tone

Authentic, Heartwarming, and Indulgent.

Brand Values

• •Authenticity
• •Craftsmanship
• •Nostalgia & Comfort
• •Quality & Indulgence

Best Practices

• •Always Tell the Story: Consistently reference the origin story of Jack and his grandmother. This is the brand's strongest asset. Use phrases like "Inspired by my grandmother's recipe," "A taste of my English childhood," or "From our cottage kitchen to you."
• •Use "Heartwarming" Language: Employ words that evoke comfort, authenticity, and care. Examples include: handmade, with love, authentic, traditional, crafted, a moment for yourself, indulge, genuine, classic.
• •Emphasize the "Handmade" Quality: Visually and textually, the "handmade" aspect is a key differentiator. Show the process where possible and use copy that reinforces the craft, such as "Made by hand in small batches" or "Perfectly imperfect, the way real fudge should be."
• •Maintain a Personal and Friendly Voice: Write as if "Jack" himself is speaking. Use "I" and "my" when telling the story. Engage with customers online in a friendly, approachable manner, reflecting the charm mentioned in reviews.
• •Focus on the Sensory Experience: Describe the taste, texture, and aroma of the fudge. Use descriptive words like creamy, melting, rich, buttery, crumbly, smooth to make the copy more indulgent and appealing, directly connecting with the customer's desire for a treat.

Social Perception

Jack Fudge is perceived by the public as a high-quality, artisanal brand that delivers an authentic and delicious product. Customers see it as a reliable source for "real" English fudge in the Netherlands. The brand's story is memorable and creates a positive association with the founder himself. It is viewed as both a personal treat and an excellent gift option, as evidenced by the promotion of gift boxes and corporate gifts. The overall perception is that of a trustworthy and charming small business that is passionate about its product.

Copy Examples

• •That creamy, crumbly texture you dream of. Each block of our fudge is handmade with love, following the same recipe my grandmother taught me in her English cottage. It’s more than a treat; it’s a taste of home. ✨ #JackFudge #HandmadeFudge #Artisanal #TreatYourself #Authentic
• •From an English Kitchen to Your Home: The Authentic Taste of Handmade Fudge.
• •A little box of happiness (and fudge) is waiting for you.
• •Rich, buttery caramel meets the perfect crunch of sea salt. Every piece of our Caramel Sea Salt fudge is handmade to melt in your mouth, creating that perfect moment of indulgence. It’s our bestseller for a reason—a classic treat, done just right.
• •Looking for the perfect gift? 🎁 Nothing says 'I care' like a box of authentic, handmade English fudge. With over 25 flavours, from classic Clotted Cream to adventurous Cookie Lovers, there's a favourite for everyone. Order a gift box today and share a little sweetness!