Brand Tone

Reassuring, empathetic, educational, passionate, and proud, positioning the brand as a trusted expert and caring community partner, providing a sense of sanctuary and relief.

Brand Values

• •Safety
• •Transparency
• •Support & Community
• •Education
• •Quality & Taste

Best Practices

• •Lead with the "Why": Always anchor your copy in the brand's origin story and mission, starting with the core message of safety and care for the allergy community before highlighting products.
• •Use the Language of Your Community: Incorporate words and phrases that resonate with the audience, such as "worry-free," "safe to eat," and "peace of mind," to show empathy.
• •Balance Safety with Indulgence: Pair technical assurances (e.g., "top 9 free") with indulgent, sensory language (e.g., "decadent brownies") to appeal to both safety and desire for deliciousness.
• •Show, Don't Just Tell: Utilize customer testimonials and stories in marketing to demonstrate the real-world impact and power of the brand's offerings.
• •Educate to Empower: Consistently share information about ingredients, baking processes, or allergen-free living tips to reinforce the value of education and position the brand as a trusted expert.

Social Perception

A vital and beloved community asset, seen as a 'unicorn' in the market for offering safe, delicious, and worry-free options for those with severe allergies. Perceived as a critical support system and not just a business, eliciting deep gratitude from patrons.

Copy Examples

• •Safety you can taste. Every single brownie, cupcake, and loaf of bread we bake is crafted in our dedicated top 9 allergen-free facility. So you can finally stop asking questions and start enjoying the moment. #TreatMoreWorryLess #GlutenFreeVegan #AllergyFriendly
• •This isn't 'good for gluten-free.' This is just plain good. Experience the joy of delicious, decadent, and worry-free baked goods. Welcome to Kickshaws.
• •Did you know our New York Style Bagels get their perfect chew without any gluten, dairy, or eggs? We've spent years perfecting our recipes because we believe everyone deserves a great bagel. It’s part of our promise: safety and quality, always.
• •Your special day should be celebrated, not stressful. Our custom wedding cakes are always 100% vegan and free of the top 9 allergens, so every guest can share in the joy. Beautiful, delicious, and completely safe—that's our gift to you.
• •Planning a birthday party with food allergies on the guest list? Let us handle the cake. From custom designs to classic cupcakes, our entire bakery is a safe zone for kids with allergies. Order now and make your next celebration sweet and simple for everyone.