Brand Tone

Friendly, Passionate, and Nostalgic. Communications are personal and warm, often referencing family and tradition. Enthusiastic and approachable, with an indulgent and fun undertone reinforced by the tagline "Dangerously Delicious."

Brand Values

• •Nostalgia & Tradition
• •Inclusivity
• •Quality & Indulgence
• •Community

Best Practices

• •Lead with Nostalgia: Always connect the product back to the core story of family, tradition, and comfort. Use words like "grandma's recipe," "classic," "childhood favorite," and "just like mom used to make" to reinforce this emotional connection.
• •Champion Inclusivity: Regularly feature and celebrate your vegan, gluten-free, and keto options. Frame it as a core part of your mission —to bring joy to everyone, regardless of dietary needs. Avoid siloing them; instead, integrate them into the main narrative.
• •Use "Dangerously Delicious" Consistently: This tagline is memorable and effective. Use it as a frequent hashtag and sign-off to reinforce the indulgent, high-quality, and fun nature of the brand.
• •Keep the Tone Warm and Personal: Write captions and copy as if you're talking to a friend. Use enthusiastic, positive language and emojis where appropriate. Share personal anecdotes, like the origin of a recipe, to build a stronger connection with the audience.
• •Maintain High-Quality, Appetizing Visuals: Your product is visual. Ensure all photography and video on the website and social media are clean, bright, and make the squares look as delicious as they are. Close-ups showing texture ("gooey," "flaky") are particularly effective.

Social Perception

Public perception is positive, focusing on the quality and taste of products. The brand is perceived as a go-to for delicious, inclusive treats that don't sacrifice flavor for dietary accommodations, and as a wholesome, family-run business reviving nostalgic recipes for a modern audience.

Copy Examples

• •That sunny, sweet, tangy feeling is back. ☀️ Our new Classic Lemon Square is pure nostalgia, baked to perfection. A buttery shortbread crust with a zesty lemon filling that tastes like a perfect summer day. Come grab a little slice of sunshine! #SquaresBakeShop #LemonSquare #DangerouslyDelicious #RiponCA #BakeShop #DessertTime
• •A treat for everyone at the table. ❤️ We believe nobody should miss out on dessert. That’s why our Salted Caramel Keto Square isn't just for keto fans—it's for everyone who loves rich, decadent flavor! Gluten-free, sugar-free, and 100% dangerously delicious. What's your favorite inclusive treat from our kitchen? #FamilyRecipe #KetoFriendly #GlutenFreeDessert #SquaresBakeShop209 #CommunityLove
• •Baked with love. Inspired by Grandma. Discover our collection of classic and diet-friendly dessert squares, made to be shared (or not!).
• •Our Cookies & Cream Brownie is secretly vegan...🤫 But you'd never know. 😉 Rich, gooey, and packed with Oreo goodness. #vegan #veganbaking #brownies #squaresbakeshop #dangerouslydelicious #bakingsecrets
• •A little box of happiness, delivered. ✨