Brand Tone

Playful and Humorous, Confident and Bold, Warm, Welcoming, and Inclusive, Authentic and Relatable, Energetic and Passionate

Brand Values

• •Quality and Freshness
• •Customer Satisfaction
• •Community and Inclusivity
• •Authenticity and Passion
• •Entrepreneurial Spirit & Resilience
• •Support for Black-Owned Businesses

Best Practices

• •Embrace the Playfulness: Don't be afraid to use humor, witty wordplay, and a conversational style. Consistently use your unique brand terms like "#littleFATTIES" and the tagline "Let's EAT is my love language."
• •Lead with Confidence (and a wink): Make bold claims about your product quality ("Best Brownies EVER") but temper it with approachability and a touch of fun, so it comes across as endearing rather than arrogant.
• •Keep it Real and Authentic: Share founder stories, behind-the-scenes glimpses, and engage genuinely with your audience. Let Coco and Mel's personalities shine through in the copy.
• •Foster Inclusivity and Warmth: Use welcoming language. Reinforce the message that everyone is welcome at "thelittleFATgirl table" and that enjoying food is a joyful experience.
• •Stay Energetic and Passionate: Let your enthusiasm for your products and your community come through in your writing. Use vibrant language and exclamations where appropriate to convey excitement.

Social Perception

Highly Positive, Loved for Inclusivity and Authenticity, Seen as a Go-To for Indulgent Treats, Respected as Skilled Bakers/Artists, Strong Community Support, Memorable and Endearing Name

Copy Examples

• •Instagram Post (Image: Close-up of a fudgy brownie): Warning: May cause extreme happiness and a sudden urge to declare these the BEST. BROWNIES. EVER. 😉 Don't say we didn't warn ya. Grab your little FAT Brownie Bag – you deserve this. #littleFATTIES #BestBrowniesEver #HarlemMade #FoodieHeaven #LetsEat
• •TikTok Video (Founders excitedly packing orders): (Upbeat music) Coco: "Harlem's finest, comin' in HOT to your doorstep!" Mel: "Each box packed with a whole lotta love and even more chocolate." Voiceover: "You know the vibes! We're shipping joy, one little FAT Brownie at a time. What are you waiting for? #thelittleFATgirl #BrownieLove #NationwideShipping #SupportBlackOwned #NYCfood"
• •Website Banner (For a new product): Hold Up! 🚨 Your tastebuds ain't ready for this. Introducing the [New Product Name] – it's everything you never knew you needed, and now can't live without. Get yours before Mel eats 'em all! #NewTreat #littleFATgirlMagic #IndulgeYourself
• •Email Newsletter Subject: Hey littleFATTIE! 👋 We baked something special just for YOU... (Body excerpt): ...because life's too short for boring desserts. At thelittleFATgirl, we're all about that 'treat yourself' life. Come on in, the brownies are warm and the welcome's even warmer!
• •Promotional Tweet/X Post: Dry, tasteless brownies? Yeah, we don't know her. 💅🏾 We're thelittleFATgirl, serving up pure, unadulterated brownie BLISS. Shipped fresh from Harlem to your happy place. Link in bio to get yours! #NotYourAverageBrownie #ChocolateWasted #HarlemEats