Brand Tone

friendly, enthusiastic, and celebratory

Brand Values

• •Quality & Freshness
• •Family & Tradition
• •Community
• •Creativity & Innovation
• •Customer Experience
• •Inclusivity

Best Practices

• •Always Emphasize Freshness and Quality: Use words like "freshly baked/fried," "small batches," "artisan," "handcrafted," "quality ingredients," and "signature blend" to reinforce this core value.
• •Incorporate the Family/Heritage Story Naturally: Weave in mentions of the "Yiayia's inspiration," "family-owned," or "Oakleigh roots" to add warmth and authenticity.
• •Maintain an Enthusiastic and Positive Voice: Use exclamation points appropriately, and employ positive adjectives like "delicious," "amazing," "joyful," "delightful," and "next level." Keep the language upbeat and inviting.
• •Be Inclusive and Welcoming: When mentioning vegan or gluten-free options, frame it positively, focusing on abundance and choice rather than restriction. Use phrases like "doughnuts for everyone."
• •Engage with the Community: Use local references (Oakleigh, Melbourne), highlight community connections, and encourage interaction on social media. Keep the tone conversational and approachable.

Social Perception

Overall, TODCO is perceived very positively by customers. Customers frequently praise the delicious taste, freshness, and wide variety of flavors, often highlighting unique options like Galakdough and vegan doughnuts. The quality of the doughnuts, often described as "light and fluffy" or "next level," is a recurring comment. Many appreciate the creative and Greek-inspired flavors. Friendly service is also mentioned. The brand is seen as a "must-visit" and one of the "best donut spots in Melbourne."

Copy Examples

• •Headline: Taste the Sweetness of Tradition, Reimagined! Body: From our Yiayia's kitchen to your hands – every TODCO doughnut is a bite of happiness, baked fresh daily with love and the best local ingredients. Come find your new favourite! #TODCOJoy #OakleighsBest
• •Headline: Your Daily Dose of Delicious is Here! Body: Light, fluffy, and bursting with flavour! Whether you're craving a classic glazed, a decadent filled treat, or one of our unique Greek-inspired creations, TODCO has a handcrafted doughnut waiting to make your day. #FreshlyFried #MelbourneDonuts
• •Headline: Vegan? Gluten-Free? We've Got You Covered! Body: No one should miss out on doughnut delight! Our amazing range of vegan and gluten-free options means there's a perfect TODCO treat for everyone. Seriously good flavour, zero compromise. #DonutsForAll #TODCOVegan
• •Headline: More Than Just Doughnuts, It's a TODCO Moment. Body: Inspired by family, baked for our community. Pair your perfect doughnut with our signature TODCO coffee blend for a truly memorable experience. Creating smiles, one doughnut at a time since 2017. #CommunityLove #SweetTraditions
• •Headline: WARNING: May Cause Extreme Happiness! Body: Our pastry chefs are busy crafting your next obsession! With over 30 flavours made in small batches throughout the day, the freshest, most creative doughnuts in Melbourne are always at TODCO. What are you waiting for? #DoughnutGoals #TODCO