Brand Tone

enthusiastic, indulgent, confident, passionate, proud, modern, direct, slightly edgy, relatable, ambitious

Brand Values

• •Quality Ingredients
• •Innovation and Joy
• •Entrepreneurial Spirit
• •Community Connection

Best Practices

• •Use Confident & Bold Language: Avoid hesitant or generic phrasing. Use strong, confident statements. Instead of "We hope you like our cookies," use "This is the cookie you'll tell your friends about."
• •Emphasize Sensory Details: Focus on the experience of eating the product. Use words like "molten," "gooey," "decadent," "creamy," "thick," and "loaded" to evoke a sensory response and create cravings.
• •Lean into the Founder's Story: Weave the entrepreneurial journey into the brand narrative. It adds authenticity and a human element that resonates with customers. Phrases like "From a coffee van to nationwide" reinforce the brand's passion and success.
• •Highlight a Clear Call to Action: Whether it's "Find a stockist," "Shop the drop," or "Nuke it for 30 seconds," always guide the customer on what to do next. This creates engagement and drives sales.
• •Maintain a Consistent "In-the-Know" Tone: Speak to the customer as if they are part of a community of dessert lovers. Use phrases like "You know the score" and "Pro tip" to create a sense of shared knowledge and exclusivity.

Social Perception

Overwhelmingly positive, perceived as a decadent and premium treat. Praised for taste and indulgence, especially the "gooey" and "melty" nature of heated products. The "Cookie Boat" novelty is a significant draw. Occasionally noted for being very sweet or high-priced, but this does not deter enthusiastic fans.

Copy Examples

• •Warning: Not for the faint of heart. This is the unapologetically decadent, melt-in-your-mouth, ridiculously good cookie experience you've been searching for. This is The Dough Parlour.
• •We saw your boring dessert and raised you a Cookie Boat®. A deep-dish, soft-baked cookie base, loaded with [Flavour] and designed for the microwave. 30 seconds is all that stands between you and pure, gooey bliss. Find a stockist near you via the link in bio. #TheDoughParlour #CookieBoat #PerthDesserts
• •We took a soft, buttery vanilla cookie, loaded it with milk and white chocolate chips, and then injected it with a ridiculously creamy white hazelnut filling. Topped with a Kinder Bueno piece, because we believe more is more. Pro tip: Nuke it for 25 seconds for a life-changing molten center.
• •Your weekend just got dangerously delicious.
• •VOICEOVER: "Tired of 'okay' desserts? So were we. That's why we invented the Cookie Boat. Your move." (Text on screen: The Dough Parlour. Australia-wide shipping.)