Brand Tone

Wholesome, Innovative, and Enthusiastic.

Brand Values

• •Family
• •Community
• •Innovation

Best Practices

• •Always Lead with Family: Frame the narrative around the family. Use "we," "our family," and share behind-the-scenes moments involving the kids' taste tests or new experiments. This reinforces the core value of being a family-run business.
• •Emphasize the "Why": Remind customers of the origin story. The brand wasn’t born from a corporate plan but from a desire to help family and a happy accident with candy. This story is authentic and should be woven into "About Us" pages, social media posts, and packaging.
• •Use Enthusiastic and Sensory Language: Describe the products with excitement. Use words like "crunchy," "airy," "puffed," "melts in your mouth," "flavor explosion," and "surprising." The tone should mirror the fun and novel experience of eating the candy itself.
• •Stay Rooted in Community: Continue to mention Hughson and the local area. Collaborate with other local businesses, post about community events, and celebrate the brand's local roots. This builds a loyal customer base that feels connected to the brand's success.
• •Educate and Innovate in Public: Share the process of experimentation. Post about new candies being tested (even the ones that don't work out). This makes the audience feel like part of the innovative journey and builds anticipation for new products, reinforcing the brand's image as creative and customer-focused.

Social Perception

Novel, Fun, and Local.

Copy Examples

• •Ever wondered what happens when a rainbow gets parched? ✨ This isn’t your average candy. It’s a crunchy, airy, flavor-packed explosion that melts in your mouth. Stop by our shop in Hughson or tap the link in bio to taste the magic! #TheParchedGoat #FreezeDriedCandy #CandyCrunch #ASMR
• •From Our Family to Yours: A Snack Experience Like No Other. We started in our kitchen and followed our customers' cravings all the way to America's new favorite candy. Go with the Goat—don't settle for ordinary snacks.
• •You asked, and we experimented! Get ready for a cosmic crunch. Our new Freeze-Dried Ice Cream Sandwiches are here, and they're out of this world. All the creamy, chocolatey goodness, now with a satisfying crunch that won't melt all over your hands. Be the first to try our latest creation!
• •Planning a party? Make it pop with The Parched Goat! Our freeze-dried candy platters are the talk of the town. From crunchy candy classics to surprising sweet treats, we’ve got over 150 snacks to make your next event unforgettable. Proudly made in Hughson!
• •Remember chewy, sticky salt water taffy? Now, imagine it light as a cloud and crunchy as a meringue. Our freeze-drying process transforms this seaside classic into a delicate, melt-in-your-mouth treat that dissolves on your tongue, leaving behind pure, sweet flavor. No stickiness, all satisfaction.