Brand Tone

Playful, Creative, and Premium-Yet-Accessible

Brand Values

• •Creativity & Passion
• •Entrepreneurial Spirit
• •Quality & Craftsmanship
• •Connection & Celebration
• •Community

Best Practices

• •Lead with Personality, Follow with Quality: Always start with the fun, playful, and creative angle, but be sure to weave in reminders of the handmade quality and premium ingredients to justify the product's value.
• •Use an Enthusiastic & Celebratory Tone: Frame every cookie as part of a celebration, even a small, personal one. Use positive, energetic language and emojis (like ✨, 😉, 😍, 🍪) to maintain a consistently upbeat voice.
• •Incorporate Pop Culture & Wit: Stay current with trends and don't be afraid to use clever wordplay and relevant pop-culture references. This keeps the brand feeling modern, relatable, and shareable.
• •Tell the Story: Regularly reference the brand's origins—the "side hustle turned main hustle" narrative. This builds authenticity, makes the brand more than just a product, and creates a stronger connection with the audience.
• •Create a Dialogue: Write captions and copy that invite interaction. Ask questions ("Who would you share this with?"), run polls in stories, and actively encourage customers to share their own photos and experiences. This reinforces the community value.

Social Perception

Highly Giftable, Creative & Fun, High-Quality Treat, Inspirational Founder Story

Copy Examples

• •Warning: may cause extreme happiness. 😉 Our new [Flavor Name] cookies have officially landed! We've packed [key ingredient 1], [key ingredient 2], and a whole lot of love into every single bite. Who are you sharing these with? (No judgment if the answer is 'nobody'!) Link in bio to treat yourself.
• •Don't Just Say It. Say It With Cookies. Handmade in East London, our iconic cookies are here to make any occasion sweeter. Perfect for birthdays, thank yous, or just because it's Tuesday. Shop Best-Sellers
• •Psst... A sweet little something is waiting for you. Hey [Customer Name], Life's too short for boring treats. Why not brighten your week with a box of joy, delivered right to your door? From personalised messages to your favourite pop-culture icons, we've got just the thing.
• •Boring gifts are so last year. Get Personal. Baked by Steph. Swipe Up to Shop!
• •We LOVE seeing our cookies out in the wild! 😍 Thanks for sharing your sweet moment, @[username]. It looks like you're having the perfect afternoon treat. Tag us in your photos for a chance to be featured!