Brand Tone

Playful and Whimsical, Artisanal and Gourmet, Passionate and Authentic, Friendly and Approachable, Joyful and Indulgent.

Brand Values

• •Quality: Using natural ingredients and a focus on making a delicious, high-quality product are paramount.
• •Creativity and Innovation: Constantly developing new, unique, and unexpected marshmallow flavors and textures.
• •Joy and Happiness: The primary goal is to bring smiles to customers' faces through their confections.
• •Handcrafted Passion: The dedication to small-batch, handmade processes signifies care and attention to detail.
• •Customer Connection: Engaging with customers and creating products that resonate with them, including custom options.

Best Practices

• •Embrace Playful Language: Use lively verbs, whimsical adjectives, and don't be afraid of a little fun in your descriptions. Think "pillows of joy," "flavor adventure," or "squishy perfection."
• •Highlight Artisanal Qualities: Consistently mention "handcrafted," "small-batch," "gourmet," and "natural ingredients" to reinforce the premium nature of the product.
• •Inject Passion and Personality: Let the founder's enthusiasm and the brand's love for sweets shine through. Use storytelling elements, especially relating to flavor creation or the joy of making marshmallows.
• •Focus on the Experience of Joy: Frame the product not just as a marshmallow, but as a source of happiness, a delightful treat, or a way to elevate everyday moments.
• •Maintain Visual and Verbal Consistency: Ensure that the tone of the copy aligns with the brand's visual identity (vibrant, high-quality imagery). Use consistent terminology across all platforms.

Social Perception

Customers perceive Squish Marshmallows as a purveyor of high-end, gourmet marshmallows that are a significant step up from mass-produced versions. The brand is seen as fun, creative, and a source of unique treats and gifts. There's an appreciation for the handcrafted nature and the founder's personal involvement and passion. They are often associated with special occasions, thoughtful gifts, or a personal indulgence. The unique flavors are a major draw, with customers excited to try new and inventive combinations.

Copy Examples

• •Headline: Stop Dreaming, Start Squishing! Body: Forget everything you thought you knew about marshmallows. Our small-batch, handcrafted pillows of pure joy are here to whisk your taste buds away on a flavor adventure. What unique Squish will you try today? #ArtisanSweets #MarshmallowMagic
• •Headline: Happiness, Handcrafted. Body: Each Squish Marshmallow is a little piece of love, mixed, poured, and cut by hand in NYC. We use the good stuff – natural ingredients and a sprinkle of whimsy – to create a treat that’s simply smile-inducing. Taste the passion! #GourmetTreats #MadeWithLove
• •Headline: Ordinary? Never. S'mores? Elevated. Body: Transform your campfire classic (or midnight snack!) from simple to sensational. Our unique marshmallow flavors like [Insert Unique Flavor] and [Insert Another Unique Flavor] are designed to make your s'mores, hot cocoa, or solo snack-time utterly unforgettable. #UniqueFlavors #SquishItUp
• •Headline: From Our Kitchen to Your Happy Place. Body: Katherine Sprung, our founder and Chopped Sweets Champion, started Squish Marshmallows by accident, fueled by a love for all things sweet. That passion is baked into every fluffy, flavorful bite. Discover your new favorite happy food! #FounderStory #SweetEscape
• •Headline: Celebrate Sweetly with Custom Squish! Body: Planning an event or looking for a truly unique gift? We craft custom marshmallow flavors, colors, and shapes to make your celebration extra special. Let's create some edible joy together! #CustomMarshmallows #EventTreatsNYC