Brand Tone

Artisanal & Passionate, Friendly & Appreciative, Quality-Focused & Confident, Nostalgic & Comforting

Brand Values

• •Quality
• •Handmade/Artisanal
• •Simplicity
• •Customer Satisfaction & Joy
• •Ethical Practices
• •Diversity and Inclusion

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, core vocabulary, "do's and don'ts" for language, and target audience. Share this guide with anyone creating content.
• •Focus on "Handmade" and "Quality Ingredients": Consistently weave in terms that highlight the artisanal nature and the premium quality of the ingredients (e.g., "small-batch," "handcrafted," "European butter," "all-natural," "preservative-free").
• •Tell Your Story: Remind customers of the brand's origins, passion for baking, and commitment to their craft. This adds authenticity and a personal touch.
• •Emphasize the Experience and Emotion: Connect the shortbread with feelings of comfort, joy, nostalgia, and the pleasure of a special treat or thoughtful gift.
• •Be Consistent Across All Channels: Ensure that the tone used on the website, social media posts, product descriptions, email marketing, and customer service interactions is harmonious and reflects the established brand voice.

Social Perception

High-Quality & Delicious, Beautiful Presentation, Trustworthy & Natural, Artisanal & Special

Copy Examples

• •Crafted with love, baked to perfection. Experience the simple joy of our all-natural shortbread, made by hand, just for you.
• •From our Nashville kitchen to yours, a little box of buttery happiness. We use only the finest European butter and a sprinkle of hand-harvested sea salt – because you deserve the best.
• •Remember the taste of real, old-fashioned shortbread? We never forgot. Discover the melt-in-your-mouth difference quality ingredients and a touch of artistry make.
• •Life’s too short for ordinary cookies. Elevate your everyday (or someone else’s!) with our exquisitely packaged, delightfully delicious shortbread. Pure, simple, unforgettable.
• •Sharing is caring, especially when it’s this good. Our small-batch shortbread, made with ethically sourced ingredients and eco-friendly packaging, tastes as good as it feels.