Brand Tone

Approachable and Friendly, Passionate and Dedicated, Exclusive and In-Demand, Appreciative

Brand Values

• •Quality
• •Craftsmanship/Perfectionism
• •Customer Focus
• •Innovation within Tradition
• •Community/Connection

Best Practices

• •Embrace Warmth and Friendliness: Use inviting language, emojis where appropriate (especially on social media), and a generally approachable style.
• •Highlight Quality and Craftsmanship (Subtly): Weave in mentions of premium ingredients and the care taken in baking, reinforcing the value without being overly technical or boastful.
• •Maintain a Tone of Passion: Let the love for the product shine through. Use enthusiastic and positive language when describing the cheesecakes and the experience of eating them.
• •Engage with the Community: Mirror the brand's social media interaction style – be responsive, appreciative, and foster a sense of connection with customers.
• •Keep it Authentic and Humble: While acknowledging popularity, the core message should remain focused on the product's quality and the joy it brings, reflecting the founder's desire to keep the spotlight on the cakes.

Social Perception

Highly Sought-After Treat, Indulgent and Sinful (in a good way), Worth the Hype (mostly), Good for Sharing/Gifting, Instagrammable

Copy Examples

• •Headline: Experience the Legend. Paparch's Signature Burnt Cheesecake Awaits. Body: Crafted with passion, premium ingredients, and that famous #sweetmeltedooze. Taste what everyone's talking about. Order yours today! Tone: Confident, Inviting, Emphasizing acclaimed status.
• •Headline: Your Moment of Pure Indulgence. Body: Forget the world for a while. Dive into the creamy, dreamy perfection of a Paparch Basque Burnt Cheesecake. Halal-certified, made with love. Tone: Luxurious, Escapist, Reassuring (Halal).
• •Headline: We're Not Saying It's Magic... But It's Close. ✨ Body: That perfectly burnt top, the unbelievably gooey center. Our bakers pour their hearts into every cheesecake. Discover your new favorite flavor! Tone: Playful, Mysterious, Highlighting quality.
• •Headline: The Secret's Out (Sort Of!). Body: It's not just a cheesecake, it's a Paparch. Made with the finest Halal ingredients and a whole lot of dedication. Join the Paparch family – your taste buds will thank you! Tone: Inclusive, Friendly, Hinting at quality without being boastful.
• •Headline: Beyond the Hype: Genuine Deliciousness. Body: Paparch's Basque Burnt Cheesecake – it’s more than a trend, it's a commitment to flavour and quality. From our classic original to exciting seasonal tastes, find your perfect slice of heaven. Tone: Authentic, Quality-focused, Assuring.