Brand Tone

Friendly and Approachable, Passionate and Proud, Community-Oriented, Trustworthy and Reassuring

Brand Values

• •Quality
• •Inclusivity
• •Integrity and Transparency
• •Craftsmanship and Passion
• •Customer Satisfaction

Best Practices

• •Always Emphasize "Delicious" Alongside "Gluten-Free": Never let "gluten-free" sound like a compromise. The core message is that the products are exceptional in their own right, and also happen to be gluten-free.
• •Maintain a Warm, Welcoming, and Slightly Informal Voice: Use language that feels like a friendly conversation. Avoid overly technical or stiff corporate jargon. The tagline "Helping you Rediscover Delicious!" is a good example.
• •Incorporate Stories of Passion and Craftsmanship: Briefly allude to the dedication behind the baking, the awards won, or the journey of the brand. This builds connection and highlights quality.
• •Be Clear and Reassuring About Safety: When appropriate (especially for audiences with celiac disease), clearly state the dedicated gluten-free nature of the facility to build trust and address a key customer concern directly.
• •Focus on Joy and Inclusivity: Highlight how Joanie's Pastries allows everyone, regardless of dietary restrictions, to enjoy wonderful baked goods. Frame it as a positive, joyful experience.

Social Perception

Highly Regarded for Taste and Quality, Trusted Source for Gluten-Free Needs, Award-Winning and Recognized, Friendly Local Business, Essential Service for the Gluten-Free Community

Copy Examples

• •Headline: Stop Dreaming About Delicious Pastries. Start Eating Them. Body: At Joanie's, "gluten-free" and "absolutely delicious" go hand-in-hand. Taste the difference commitment makes. #RediscoverDelicious #GlutenFreeGoodness
• •Headline: Award-Winning Taste. Zero Gluten. Pure Joy. Body: Our trophy case is full, but our real reward is your smile. From our famous butter tarts to decadent cakes, experience the joy of truly exceptional gluten-free baking. #JoaniesPastries #GlutenFreeWinners
• •Headline: Your Safe Haven for Gluten-Free Delights. Body: As a certified dedicated gluten-free facility, we take your health seriously. Indulge with confidence in every bite. Your taste buds (and your tummy) will thank you! #CeliacSafe #WorryFreeTreats
• •Headline: Remember What Real Pastries Taste Like? We Do. (And Ours are Gluten-Free!) Body: Flaky crusts, moist cakes, and flavors that dance on your palate. We're passionate about crafting the best gluten-free treats that bring back those delicious memories. #GlutenFreeBakery #TasteThePassion
• •Headline: From Our Kitchen to Yours: The Sweetest Gluten-Free Surprises. Body: Whether it's a celebration cake or a Tuesday treat, Joanie's Pastries is here to make life a little sweeter, safely and deliciously. Drop by or order online! #LondonOntario #GlutenFreeLondon #EatLocal