Brand Tone

Authentic, Passionate, and Community-Focused

Brand Values

• •Quality & Craftsmanship
• •Generosity
• •Flavor Innovation
• •Customer Satisfaction

Best Practices

• •Lead with the 'Why': Always circle back to the origin story. The narrative of starting the business from a personal craving is a powerful differentiator. Use phrases like "Born from a craving" or "A passion project turned local favorite."
• •Use Sensory and Passionate Language: Employ descriptive words that evoke taste, texture, and satisfaction. Terms like "buttery," "flaky," "chunky," "mouthwatering," "sensational," and "homemade" reinforce the quality and craft of the product.
• •Emphasize 'Handmade' and 'From Scratch': Consistently remind customers that the pies are not mass-produced. This justifies the quality and price point and builds on the value of craftsmanship.
• •Stay Humble and Community-Oriented: Maintain a friendly, down-to-earth tone. Address the Perth community directly, thank customers for their support, and share milestones like moving to a new location. This fosters a loyal local following.
• •Let Customers Do the Talking: Leverage user-generated content. Share positive reviews, TikTok videos, and customer photos. This provides social proof and reinforces the brand's perception as a community-endorsed favorite, making the marketing feel more organic and trustworthy.

Social Perception

hidden gem and a must-visit destination for pie lovers in Perth

Copy Examples

• •Image/Video: A shot of Nic or Jaya proudly holding a freshly baked pie. Copy: "It all started with a craving. A craving for a proper, flaky, full-to-the-brim meat pie. We couldn't find one we loved, so we made our own. Now, we share that passion with you. Come taste the pie that started it all. #JDsPies #PerthFood #Handmade"
• •Image/Video: A close-up, slow-motion video of a pie being cut open, revealing the chunky filling. Copy: "What makes the perfect pie? For us, it’s a buttery, puff pastry that shatters just right, and a filling so generous you'll need two hands. We don't just make pies; we perfect them. Find out why Perth is calling us a hidden gem. Your new favorite lunch is waiting at JD's Pies & Tacos in Westminster."
• •Image/Video: A combo shot of a pie and a set of tacos. Copy: "Your couch has never been so happy. Get Perth's most talked-about pies and tacos delivered right to your door. Every pie is homemade with passion, from our kitchen to yours. Warning: may be too good to share. #JDsPiesAndTacos #PerthEats #Delivery"
• •Video: A fast-paced montage showing the pie-making process—rolling dough, adding fillings, the golden-brown finished product—set to upbeat music. Text overlays pop up saying: "Real Ingredients," "Made with Passion," "Worth the Drive." Caption: "This is what goes into your favourite pie 🥧💯. Come see us in Westminster! #PerthPies #FoodTok #JDsPies #HandmadeGoodness"
• •Image/Video: A simple, clean graphic with a picture of the "Ned Kelly" pie. Copy: "More than just a meal, it's a piece of our story. Born from a love of good food and a passion for flavour, every JD's pie is a taste of something real. Thank you for supporting our dream. - Nic & Jaya"