Brand Tone

Friendly and Approachable, Enthusiastic and Passionate, Playful and Indulgent, Mission-Driven and Sincere

Brand Values

• •Kindness
• •Sustainability
• •Quality & Craftsmanship
• •Accessibility (of Veganism)
• •Community
• •Indulgence without Compromise

Best Practices

• •Embrace "Kindness" as a Core Lexicon: Actively incorporate words and phrases associated with kindness, compassion, and love in your copy, aligning with the "Be Kind. Spread Love. Eat Cookies." ethos. This extends to interactions with customers as well.
• •Balance Playfulness with Purpose: While the product is fun and indulgent, the mission is serious. Copy should be able to transition smoothly between lighthearted descriptions of cookie deliciousness and sincere statements about veganism and sustainability.
• •Highlight the "Surprisingly Vegan" Angle: Many customers are impressed that the treats are vegan without sacrificing taste. Use this element of pleasant surprise in your copy to attract both vegan and non-vegan audiences, emphasizing deliciousness first.
• •Be Enthusiastic and Positive: The brand is about spreading joy and challenging negative perceptions. Copy should always maintain an upbeat, positive, and enthusiastic tone, even when discussing serious values like sustainability.
• •Stay Authentic and Transparent: When talking about ingredients, sourcing, or community impact, ensure the language is genuine and straightforward. Avoid overly corporate jargon; maintain the approachable, founder-inspired voice that shines through in their story.

Social Perception

Positively Perceived as a Vegan Haven & Beyond, Ethical & Conscious Brand, Innovative & Fun, Growing Local Favorite

Copy Examples

• •Headline: Late Night Cravings? We Got You. 🍪✨ Body: Dive into a warm, gooey, 100% plant-based cookie that’s basically a hug in a box. Kindness tastes this good. Order your MidnighTreats now! #BeKindSpreadLoveEatCookies
• •Headline: Taste the Future. (It's Surprisingly Sweet!) Body: Our monster cookies aren't just massive and delicious, they're a step towards a kinder planet. Made with love, plants, and a sprinkle of magic. Try the treat that’s changing minds, one bite at a time! #VeganVictory #SustainableSweets
• •Headline: Warning: May Cause Extreme Happiness. Body: What’s better than a giant, freshly baked cookie? A giant, freshly baked cookie that’s kind to animals and the earth! Explore our latest flavors – your taste buds (and conscience) will thank you. #MidnighTreats #PlantPoweredIndulgence
• •Headline: Join the Cookie Revolution! ✊🌱 Body: Who said plant-based can't be epic? At MidnighTreats, we craft outrageously good cookies that are 100% vegan. Less sugar, more joy, zero compromise. Find your new favorite obsession! #EatPlants #CookieGoals
• •Headline: Treat Yo' Self (and the Planet!) 🌍❤️ Body: Our cookies are big, bold, and baked with a purpose. Every bite supports a more sustainable world. Indulge in flavors that make you feel good, inside and out. Order your MidnighTreats delivery tonight! #GuiltFreeGoodness #EcoFriendlyEats