Brand Tone

Friendly, Playful, and Empowering

Brand Values

• •Health-Consciousness
• •Inclusivity
• •Joyful Indulgence
• •Authenticity & Transparency
• •Sustainability

Best Practices

• •Lead with Joy, Support with Facts: Always start with the pleasurable experience—the taste, the texture, the satisfaction. Follow up with the functional benefits like "99 calories," "gluten-free," or "10g protein" to reinforce the smart choice.
• •Use "You" and "We" to Stay Personal: Frame the copy as a conversation. Use "you" to speak directly to the customer's needs and desires, and "we" (or "I," referencing Lexi) to maintain the authentic, founder-led, small-business feel.
• •Embrace the "No Excuses" Playfully: The "excuse" concept should be used to empower, not to shame. Frame it as an excuse to do something enjoyable (like take a break) or to feel good about a choice, rather than an excuse for being "bad."
• •Keep it Simple and Energetic: Use vibrant, positive, and straightforward language. Avoid overly complex health jargon. The copy should be as light and easy to digest as the snacks themselves.
• •Highlight Inclusivity: Regularly mention the "free-from" qualities (gluten-free, nut-free, vegetarian) as a key differentiator. This reinforces the brand's value of creating treats that more people can enjoy together.

Social Perception

Highly positive: viewed as a trustworthy, 'small UK business' offering smart, guilt-free, and inclusive snacking solutions for modern needs. Perceived as both tasty and responsible, validating its success.

Copy Examples

• •That 3 PM slump? We've got a delicious excuse to enjoy it. Our 99-calorie Choc Chip Protein Bars are all the treat, with none of the guilt. Your snack game just got a serious upgrade.
• •Meet your new favorite indulgence. Ooey, gooey, crispy, and gluten-free. This isn't just a snack; it's a moment of pure joy. No excuses needed.
• •Packed lunches just got a whole lot better! Our Crispy Treats are nut-free and school-safe, so you can share the joy. What flavor is making it into your kid's (or your!) lunchbox today?
• •Why choose between healthy and delicious? Our Blueberry & Vanilla Protein Crispy Bar gives you 10g of plant-based protein in a scrumptiously light and crunchy snack. It's the perfect fuel for your workout or your 'me-time' moment.
• •Tired of snacks that taste like cardboard? We were too. That’s why we created Lexi's. It's the nostalgic, marshmallowy goodness you loved as a kid, reinvented to be gluten-free and only 99 calories. Time to treat yourself better.