Brand Tone

Luxurious and Exclusive, Irreverent and Humorous (Dark Humor), Indulgent and Experiential, Confident and Bold, Creative and Playful

Brand Values

• •Unapologetic Excess & Indulgence
• •Exclusivity & Scarcity
• •Quality & Craftsmanship
• •Experience-Driven
• •Rebelliousness & Mastery
• •Storytelling

Best Practices

• •Embrace Edgy Wit: Use sophisticated humor, playful irreverence, and a touch of dark wit in all communications. Don't be afraid to be a little provocative while staying true to the luxury feel.
• •Focus on Exclusivity and Desire: Continuously reinforce the idea that Last Crumb is a coveted, limited-edition experience. Use language that builds anticipation and highlights scarcity.
• •Elevate the Language: Mirror the vocabulary of high fashion, fine dining, and art. Describe cookies not just as food, but as crafted experiences or objets d'art.
• •Be Confidently Bold: Project an unwavering belief in the product's superiority and uniqueness. The tone should be assertive, never apologetic about its premium nature or price.
• •Storytelling is Key: Weave narratives around the brand, the baking process, and individual cookie flavors. Make the copy engaging and immersive, inviting customers into an exclusive world.

Social Perception

Luxury Status Symbol, Indulgent Treat, Viral Sensation, Expensive / Overpriced, Innovative and Unique, Mixed on Value

Copy Examples

• •Instagram Post (Image: Sleek, luxurious shot of the cookie box): "Why whisper sweet nothings when you can scream them with a box of Last Crumb? This isn't just a cookie. It's a statement. A deliciously defiant one. Bow down to your new craving. #LastCrumb #LuxuryCookies #IndulgenceRedefined #WorthIt"
• •TikTok Video (Fast-paced unboxing, ending with an exaggerated bite and blissful expression): "Adulting is a scam. Cookies are forever. Especially these. 🔥 Dropping [Date/Time]. Don't be basic. #LastCrumbChallenge #CookieDrop #NotYourGrandmasCookies #TikTokMadeMeBuyIt #SweetEscape"
• •Website Banner (Text over a darkly lit, artistic photo of a cookie): "Forget everything you thought you knew about cookies. We rewrote the rules, then baked them into oblivion with browned butter and a touch of sinful. Welcome to the Last Crumb."
• •Email Subject Line for a New Flavor Drop: "Your therapist told you to embrace new experiences. We took that as a challenge. Meet [New Cookie Name]."
• •Product Description (for a spicy chocolate cookie): "The 'Devil on Your Shoulder' Cookie: Pure cacao, a whisper of innocent vanilla, and a kick of [Spice Name] that’ll make your halo tilt. Go on, be a little bad. It tastes so much better."