Brand Tone

Enthusiastic & Playful, Friendly & Approachable, Passionate & Proud, Indulgent & Tempting, Inclusive & Considerate

Brand Values

• •Quality & Indulgence
• •Plant-Based & Ethical Eating
• •Accessibility & Inclusivity (Dietary)
• •Sustainability
• •Joy & Connection
• •Innovation

Best Practices

• •Embrace the Joy & Playfulness: Use enthusiastic language, emojis where appropriate (especially on social media ✨🍪🌱), and don't be afraid of a little humor or relatability. Think 'fun older sibling' not 'strict headteacher.'
• •Lead with 'Deliciously Inclusive': Always highlight the 'plant-based' and 'gluten-free' aspects positively, focusing on how it *adds* to the experience (e.g., 'So good, you won't believe it's vegan & GF!') rather than what it lacks. Emphasize indulgence and flavor first.
• •Keep it Warm & Welcoming: Address your audience directly and in a friendly manner (e.g., 'Welcome to the club!', 'Hey cookie lovers!'). Use inviting calls to action.
• •Show, Don't Just Tell (Indulgence): Use descriptive words that evoke taste and texture – 'gooey,' 'melty,' 'decadent,' 'freshly baked,' 'hand-topped.' Let the quality and deliciousness shine through your language.
• •Be Passionate About Your Values: When talking about sustainability, plant-based ingredients, or your mission, let your genuine passion and pride come through. This builds trust and connects with like-minded customers.

Social Perception

Positive Overall, Go-To for Vegan/GF, High Demand, Treat/Indulgence, Good Quality, Slightly Premium

Copy Examples

• •Headline: Gooey, Gorgeous, Guilt-Free! 🌱✨ Body: Dive into London's dreamiest plant-based & gluten-free cookies. Freshly baked happiness, just for you. What are you waiting for? The cookie jar's calling! #TASCCtreats #VeganLondon #GlutenFreeGoodness
• •Headline: Remember that after-school cookie joy? We bottled it (and made it vegan!). Body: Welcome to The After School Cookie Club! We're whipping up batches of pure nostalgia with every hand-topped, plant-based, and gluten-free cookie. Your inner child (and your current self) will thank you. Find a store or get 'em delivered!
• •Headline: Planet-Friendly Cookies That Don't Skimp on Delicious. 🌍❤️🍪 Body: We believe in treats that are kind to you AND the Earth. That’s why every cookie at TASCC is 100% plant-based, gluten-free, and made with love and the finest seasonal ingredients. Taste the change! #SustainableSweets #EthicalEats #PlantPowered
• •Headline: Warning: May cause extreme cookie cravings. (Don't say we didn't warn ya 😉) Body: Our bakers are cookie wizards, conjuring up the most indulgent, gooey-in-the-middle creations – all vegan and gluten-free! From classic choc chip to exciting seasonal specials, your new favourite is waiting. #CookieMonster #LondonDesserts #SweetByNature
• •Headline: Your Office Hero Has Arrived (It's a Box of Cookies). 🦸‍♀️🦸‍♂️ Body: Banish the 3 PM slump! The After School Cookie Club delivers freshly baked, plant-based & gluten-free joy right to your office. Perfect for meetings, celebrations, or just because. Be the colleague everyone loves. Order today! #OfficeTreats #CorporateCatering #HappyTeam