Brand Tone

Artisanal, Passionate, and Community-Focused. The brand’s voice is knowledgeable and passionate about fine foods without being pretentious. The language used is warm, inviting, and community-centric. It blends expertise with approachability, conveying genuine enthusiasm and a down-to-earth personality.

Brand Values

• •Quality and Curation
• •Community Hub
• •Accessible Luxury
• •Family and Passion

Best Practices

• •Lead with Passion: Always let your love for good food shine through. Use evocative and descriptive language that focuses on taste, texture, and the story behind the product.
• •Champion Your Producers: Regularly feature the farmers, bakers, and artisans you work with. This reinforces your value of being "thoughtfully sourced" and connects customers to the food's origin.
• •Speak Like a Friendly Expert: Offer tips, pairing suggestions, and knowledge in an accessible way. Position the brand as a helpful guide for customers, whether they are cheese novices or connoisseurs.
• •Embrace the "We": Use "we" and "our" to maintain the voice of a passionate, family-run team. This fosters a sense of community and shared enthusiasm with your customers.
• •Keep it Personal and Local: Reference Dunfermline, Fife, and the local community often. Share in-store moments and customer stories (with permission) to reinforce your position as a beloved neighborhood hub. This authentic connection is a key differentiator.

Social Perception

Must Be Crackers is perceived as a welcomed local treasure, a significant and positive addition to Dunfermline. It is seen as a destination shop offering a unique, high-quality selection. Customers feel a strong connection to the shop and its owners, solidifying its reputation as a high-caliber, beloved local business.

Copy Examples

• •Saturday cheeseboards just got a local upgrade. This is St. Andrews Farmhouse Cheddar, crafted just a few miles away and bursting with character. We love pairing its tangy notes with sweet apple slices and a dollop of chutney. It’s more than just cheese; it’s a taste of Fife. Pop in the shop—we’d love to help you build your perfect board. #MustBeCrackers #CheeseLovers #ShopLocalFife #Dunfermline #ArtisanCheese
• •Great Food, Thoughtfully Sourced. Your local larder for the finest artisan cheese, charcuterie, and treats in the heart of Dunfermline.
• •Freshly Baked Sourdough: There’s nothing like the smell and crackle of a truly great sourdough. Baked fresh and delivered to us weekly, this loaf is the perfect partner to our cheeses, a base for an adventurous sandwich, or simply enjoyed with a generous spread of butter. Crafted with time and passion, it’s the simple, delicious luxury your week deserves.
• •The Easiest (and most delicious) Holiday Hosting: Planning a festive get-together? Let us make it special. Our curated cheese and charcuterie platters are packed with the best of Scotland and beyond. Pre-order your holiday board now and spend less time prepping and more time celebrating. Click to learn more and secure your spot!
• •A Thank You from Our Little Shop: Hello Cheese Friends, We were absolutely thrilled to win 'Best Cheesemonger' at the recent Farm & Deli Awards, and we couldn't have done it without you. Your support, your visits, and your love for good food are what make our little shop thrive. To say thank you, we're featuring all of our award-winning cheeses this week with a special 10% off. Come in, have a taste, and celebrate with us! Warmly, Aileen and the Must Be Crackers Team