Payment protectionDetails
- Revisions within the package are free.
- If you do not respond within 3 days of delivery, the work is accepted automatically.
The money is reserved when you pay and released only once you accept the work.
Example result
Brand platform and tone of voice: Hearth & Loaf bakery
Mission
We bake bread the slow way so our neighbours can have something honest on the table every day.
Values
- Patience. Every loaf ferments for 36 hours. We don't rush dough or people.
- Openness. You can see the ovens from the counter and ask us anything about ingredients.
- Neighbourliness. We know regulars by name and give unsold bread to the local food bank each evening.
- Craft over shine. A cracked crust matters more to us than perfect packaging.
Audience
Core: working parents and young professionals aged 28–45 who live within a 15-minute walk, care about what they eat and buy bread 3–4 times a week. Secondary: cafés and small restaurants looking for a reliable daily bread supplier.
Positioning
For locals who want real bread without a trip across town, Hearth & Loaf is the corner bakery that does slow fermentation every single day. Unlike supermarket "artisan" ranges, we bake on site and sell out by evening, so nothing on the shelf is older than this morning.
Tone of voice
Warm, plain-spoken, a little playful. We sound like the baker chatting over the counter, not like a menu in a fine-dining restaurant.
| We are | We are not |
|---|---|
| Friendly and direct | Overly cute or full of puns |
| Confident about our craft | Snobbish about other bread |
| Specific: hours, grains, temperatures | Vague: "the finest ingredients" |
Do and don't
Do: "Rye is back! Out of the oven at 7:30, usually gone by noon." Don't: "Indulge in our exquisite artisanal rye experience."
Do: "Sorry, the seeded loaf sold out today. We'll bake two extra trays tomorrow." Don't: "Due to high demand, this product is currently unavailable."
Do: "Our starter is eleven years old and still going strong." Don't: "Heritage leaven crafted with passion since 2015."
Words we use
fresh this morning, slow-fermented, from our oven, neighbours, sold out
Words we avoid
artisanal, exquisite, premium, indulge, curated
Client: Hearth & Loaf, a neighbourhood sourdough bakery with two shops and a weekend market stall.
The client and all details are made up.
About this service
We write a brand guide for an online store so every touchpoint sounds like the same shop: product pages, emails, packaging inserts, support replies and ads. It defines who you sell to, why they buy from you rather than a marketplace giant, and the words you always or never use. The full version adds colours and fonts for your storefront.
What is included
- What you getA store brand guide as formatted text: depending on the package, tone of voice with product, email and support examples, positioning and customer profile, plus colours with hex codes and font pairs. It is a written guide with recommendations, not a visual brand book with layouts or design files.
- Product page voiceTitles, descriptions and size notes
- Emails and insertsOrder, shipping and thank-you messages
- Support repliesDelays, returns and complaints in your tone
- PositioningFrom Standard: why buy from you
How it works
- 1BriefYou describe products and customers
- 2VoiceWe define positioning and tone
- 3GuideWe write the guide with examples
What we need from you
What you sell, your store link, your customer, competitors and big players you lose sales to, brands you like and your logo as a picture.
We will ask you:
- What do you sell and to whom?
- Why do customers choose you over Amazon or big marketplaces?
- Where do customers meet your brand?
- Which store brands do you like?
Compare packages
| Packages | BasicTone of voice guide$19 | StandardStore brand platform and voice$39 | PremiumFull guide with colours and fonts$79 |
|---|---|---|---|
| Deadline | 1 day | 2 days | 4 days |
| Revisions | 1 | 2 | 3 |
| Tone of voice with examples | Yes | Yes | Yes |
| Brand platform | No | Yes | Yes |
| Colours and fonts | No | No | Yes |
| Order Basic | Order Standard | Order Premium |
Payment protection
You pay when you order, but the money is released only for accepted work.
- Fixed priceThe package price does not change after you pay.
- The money is reservedWhen you pay, the amount is only reserved. It is released to the service once you accept the work.
- Checked before deliveryEvery result goes through a quality check before it reaches you, and you see it on the order page before accepting it.
- Free revisionsAsk for changes within your brief as many times as the package allows.
- Acceptance after 3 daysIf within 3 days of delivery you neither accept the work nor ask for changes, it is accepted automatically. If you write in the order chat after delivery, the order waits; once we answer, we may start the 3 days again and will say so in the chat.
- Redo or a full refundIf the result does not match your brief and the revisions did not fix it, or the work takes more than twice its deadline, write in the order chat: we will redo the work or refund the payment in full.
Questions and answers
Do you rewrite my product descriptions?
The guide includes example descriptions. Rewriting the catalogue is a separate order.
Do you look at my store?
Add the link and we take your current wording into account. We do not need admin access.
Will the colours work on Shopify themes?
Yes. You get hex codes to enter in your theme settings.