Brand Tone

Authentic & Passionate, Warm & Friendly, Community-Oriented & Generous, Approachable & Down-to-Earth, Quality-Focused, Proudly Milwaukee/German-Inspired

Brand Values

• •Authenticity
• •Quality
• •Community
• •Gemütlichkeit (Warmth, Friendliness, Good Cheer)
• •Family & People
• •Integrity, Respect, Teamwork, Adaptability, Innovation
• •Growth & Perseverance

Best Practices

• •Embrace "Gemütlichkeit": Always aim to convey warmth, friendliness, and a sense of shared joy in your language. Use inviting and comforting words.
• •Highlight Authenticity & Quality: Consistently reference the Bavarian heritage, traditional methods, and high-quality ingredients (like malt, rye, butter) to reinforce the premium nature of the product.
• •Keep it Approachable & Genuine: Whether it's a social media caption or website copy, maintain a down-to-earth and sincere voice that reflects the founders' passion and the company's roots. Avoid overly corporate or impersonal language.
• •Incorporate Community & Sharing: Weave in the themes of togetherness, community support (fundraising, charity), and the shareable nature of pretzels. Encourage interaction and make customers feel like part of the Milwaukee Pretzel Co. family.
• •Stay Passionate & Proud (but Humble): Let the love for the product and the company's journey shine through. Share successes and positive customer experiences, but always with a sense of gratitude and connection to the community and the original inspiration.

Social Perception

Highly Positive, Respected Local Business, Authentic German Experience, Generous & Community-Focused, Associated with Good Times

Copy Examples

• •Headline: Taste the Tradition. Feel the Gemütlichkeit. Body: Inspired by the beer gardens of Munich, crafted with love in Milwaukee. Our authentic Bavarian soft pretzels are more than just a snack; they're an experience. Made with the finest ingredients, each hand-rolled twist brings a moment of warmth and joy to your day. Pick up a Milwaukee Pretzel Co. pretzel and share the cheer!
• •Social Media Post (Instagram/Facebook - with a picture of pretzels and dipping sauces): Elevate your snack game! 🥨✨ Our hand-rolled Bavarian pretzels, paired with your favorite dip, are the perfect recipe for happiness. What’s your go-to combo? Share the joy – tag a friend you’d share these with! #MilwaukeePretzel #AuthenticBavarian #SnackTime #Gemütlichkeit #MadeInMKE
• •Fundraising Program Ad: Raise Dough, Spread Joy! 🥨 Partner with Milwaukee Pretzel Co. for your next fundraiser and keep 50% of the profits! We make it easy and delicious to support your cause with our authentic Bavarian pretzels everyone loves. Let's bake a difference together! Learn more on our website. [Link]
• •Website "Our Story" Snippet: It all started with a taste of Germany and a dream to bring that warmth back home to Milwaukee. For over a decade, Matt and Katie Wessel have poured their passion into every pretzel, using traditional recipes and the best ingredients. We believe in good food, good people, and the simple joy of a perfect pretzel. That’s the Milwaukee Pretzel Co. way.
• •Product Description (for "Bavarian Beast" giant pretzel): Go big AND go home! Our Bavarian Beast is a marvel of pretzel perfection – hand-rolled, baked to a deep nutty brown, and big enough to share (though we won’t judge if you don’t!). Crafted with rich butter, malt, and rye flour, it's an authentic taste of Bavaria, right here in Milwaukee. Perfect for parties, game days, or any time you need a little extra Gemütlichkeit.