Brand Tone

Artisanal, Authentic, and Elegant

Brand Values

• •Quality & Craftsmanship
• •Authenticity & Heritage
• •Creativity & Innovation
• •Customer Satisfaction
• •Balanced Flavor

Best Practices

• •Lead with Authenticity: Always connect the product back to the brand's story. Use phrases like "Inspired by our heritage," "A flavour from our founder's childhood," or "Our take on a classic" to reinforce the genuine, personal nature of the brand.
• •Emphasize "Not Overly Sweet": This is a powerful and unique selling proposition. Use it consistently in product descriptions and ads. It manages customer expectations and attracts a specific audience that prefers more nuanced, flavor-forward desserts.
• •Use Elegant & Evocative Language: Instead of generic words like "delicious" or "tasty," opt for more descriptive and sophisticated terms like "a delicate fusion," "wonderfully fragrant," "perfectly balanced," and "a sophisticated finish." This elevates the perception of the product.
• •Highlight Key Ingredients & Processes: Mentioning that cakes are made "from scratch" or highlighting a specific premium ingredient (e.g., "real pistachios," "Belgian dark chocolate") reinforces the values of quality and craftsmanship.
• •Maintain a Clean & Minimalist Visual Voice: The copy should match the visual identity. Keep text concise, clean, and well-structured. Use ample white space in website and email layouts to reflect the brand's elegant and uncluttered aesthetic. This ensures that the words feel as refined as the cakes look.

Social Perception

The public perception of Annie Makes Cakes is overwhelmingly positive, centering on its unique offerings and quality. It is highly regarded for its unique flavors, seen as a go-to for special occasions, associated with high quality, and known for specific products.

Copy Examples

• •Elegance you can taste. Our Signature Rose & Lychee Cake is a delicate fusion of floral notes and sweet fruit, inspired by our heritage. Crafted from scratch for those who appreciate the finer, less-sugared things in life. #AnnieMakesCakes #SydneyCakes #ArtisanalDesserts #NotTooSweet
• •Headline: Experience Dessert, Redefined. Sub-headline: Discover our collection of authentic, handcrafted cakes, where unique flavours and fine ingredients come together. Inspired by heritage, baked for the modern palate.
• •Headline: Your Celebration Deserves Better Than Just Cake. Body: At Annie Makes Cakes, we create edible works of art. From our iconic Strawberry & Pistachio to the rich Matcha Tiramisu, each cake is a testament to authentic flavors and artisanal craftsmanship. Elevate your next event. Order online for pickup in Sydney. Call to Action: Discover the Collection
• •A taste of nostalgic tradition with a modern twist. Our Mango & Coconut Sago cake layers light, airy sponge with creamy coconut sago pudding and sweet, ripe mango. It ’s a beautifully balanced, nut-free creation that ’s both refreshing and satisfyingly complex. As with all our cakes, it ’s crafted to be perfectly flavorful, not overwhelmingly sweet.
• •Subject: A New Season of Flavour Awaits. Body: Hello [Customer Name], just as the seasons change, so does our inspiration. This autumn, we are delighted to introduce the Spiced Carrot Cake, reimagined the Annie Makes Cakes way. It ’s a moist, fragrant cake with a delicate blend of spices and a refined citrus glaze, offering a comforting yet sophisticated treat. Discover the new centerpiece for your seasonal gatherings.