Brand Tone

Passionate, empathetic, and community-focused. Warm, personal, encouraging, and authentic, speaking directly to customers' needs and joys.

Brand Values

• •No Compromise on Quality & Taste
• •Family & Empathy
• •Health & Natural Ingredients
• •Community
• •Trust & Safety

Best Practices

• •Lead with the 'Why': Always circle back to the founding story. Frame the narrative around a mother's passion and the mission to solve a real problem for her family. This reinforces authenticity and empathy.
• •Speak 'Human,' Not 'Corporate': Use warm, personal, and encouraging language. Address the customer directly ('you,' 'your'). Share stories, not just product features. Emojis can be used effectively on social media to add warmth.
• •Focus on the Solution, Not Just the Problem: While it's important to acknowledge the challenges of a gluten-free diet, the focus should always be on the positive solution Lucy's providesjjoy, satisfaction, and the freedom from compromise.
• •Amplify Your Community's Voice: Continue to make customer testimonials and user-generated content a cornerstone of marketing. This validates the brand promise through the authentic voices of the people who matter most.
• •Educate with Passion: When talking about ingredients or the baking process, do it with passion. Explain why you choose certain flours or why the bread is preservative-free. This builds trust and reinforces the commitment to quality and health.

Social Perception

Perceived as a game-changer and lifesaver by the gluten-free community. Seen as authentic, trustworthy, and validated by awards, offering superior taste and texture, allowing customers to enjoy 'normal' food again. Respected for dedication to both taste and safety.

Copy Examples

• •Remember when a simple sandwich felt like a distant memory? We do. That's why we bake every loaf to be unbelievably soft, tasty, and just like you remember. No compromises, no gluten, just pure joy in every bite. What's the first sandwich you'd make? #LucysGlutenFree #GlutenFreeBread #RealBread #NoCompromise
• •The Gluten-Free Bread You've Been Dreaming Of. From our family to yours. Born out of a mum's mission for a better gluten-free loaf, Lucy's is dedicated to taste, texture, and the joy of good food. Try our award-winning sourdough, soft white, or seedy loaves. Baked fresh and delivered to you.
• •A true artisan sourdough, without the gluten. Fermented for 18 hours, our Sourdough One has the tangy flavour and satisfying chew you love. Itit’s perfect for toasting and topping with your favourites, from smashed avocado to simple butter. Finally, a sourdough that doesn't feel like a compromise.
• •That fresh bread feeling is back.
• •Good proper bread. It just happens to be gluten-free.