Brand Tone

Artisanal, Passionate, and Community-Centric

Brand Values

• •Health and Wellness
• •Local Sourcing and Sustainability
• •Traditional Craftsmanship
• •Community Connection
• •Simplicity and Quality

Best Practices

• •Lead with the "Why": Always connect the product back to the core values. Don't just sell bread; sell healthier food, community connection, and support for local farmers. The story of why the bakery was started is a powerful asset.
• •Use Sensory and Evocative Language: Employ words that describe the taste, texture, and aroma of the bread ("deep, complex flavors," "crusty exterior," "soft crumb"). This helps the audience imagine the experience of eating the product.
• •Champion Your Sources: Regularly name the farms and millers you work with. This reinforces the commitment to local sourcing and builds a network of community support, adding authenticity and transparency.
• •Educate Your Audience: Briefly explain what "wild yeast," "natural leavening," and "slow fermentation" mean in simple, accessible terms. This positions the brand as a knowledgeable artisan and helps customers appreciate the value of the product.
• •Maintain a Personal Voice: Continue to write from Emily's perspective as the "one-woman show." This personal, passionate voice is a key differentiator from larger, more commercial bakeries and fosters a direct connection with customers.

Social Perception

Overwhelmingly positive, centered on delicious, high-quality, sourdough bread made with regionally sourced ingredients. Perceived as an authentic, artisanal 'one-woman show' and a key contributor to the local Vermont farm-to-table food scene, known for its integrity and growing community demand.

Copy Examples

• •Slowed Down. Savored. This isn't just bread; it's a connection to the land and our local farmers. Crafted over 20 hours with organic, Northeast-grown grains and natural wild yeast, each loaf is a reminder to slow down and appreciate the simple, nourishing things in life. Find yours at the Free Verse Farm Shop this week. #WildYeastVT #SlowFood #VermontGrown #Sourdough
• •Bread, as it was meant to be. We bake with organic local grains, wild yeast, and time-honored tradition to bring nourishing, flavorful bread from our hands to your table.
• •Taste the Difference Local Makes. Wild Yeast is a Chelsea micro-bakery dedicated to crafting naturally leavened bread that as better for you and our community. By using only regionally sourced grains, we support local farms and bring you unparalleled flavor. Pre-order for pickup this week.
• •Flour + Water + Salt + Time & Patience = Your weekly bread. Pure, simple, and always sourdough.
• •Heritage Whole Wheat: A hearty and deeply flavorful loaf made with 100% stone-ground whole wheat from our partner farms in the Northeast. Its robust crust and soft, tangy crumb are the result of a long, slow fermentation that makes it more nutritious and easier to digest. Perfect for toast, sandwiches, or alongside a warm bowl of soup.