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
A gym can sound like a drill sergeant, a supportive friend or a calm studio, and members notice when the Instagram posts, the front desk and the coaches all sound different. We write a brand guide for your gym or studio: the energy you want, how coaches talk in classes and messages, how you speak about bodies and results without shaming or overpromising, and what sets you apart from the budget chain nearby. The full version adds colours and fonts that match that energy.
What is included
- What you getA written brand guide for your gym or studio: tone of voice with examples for posts, class cues and member messages, and depending on the package, mission, values and positioning, plus colours with hex codes and font pairs. A written guide, not a visual brand book.
- Your energy in wordsMotivating, calm or playful, defined
- Coach phrasesCues for classes and follow-up messages
- Body-positive rulesNo shaming, no miracle results
- PositioningFrom Standard: why members join you
- Colours and fontsIn Premium: matched to your energy
How it works
- 1BriefYou describe the gym and members
- 2Strategy and writingWe define energy and voice
- 3DeliveryYou get the guide and can ask for changes
What we need from you
Your type of gym or studio, classes, members, competitors nearby, the feeling you want and, if you have one, your logo as a picture.
We will ask you:
- What kind of gym or studio is it?
- Who are your members?
- How should a member feel after a class?
- Which gyms or chains nearby do you compete with?
Compare packages
| Packages | BasicTone of voice guide$19 | StandardBrand platform and voice$39 | PremiumFull brand guide text$79 |
|---|---|---|---|
| Deadline | 1 day | 2 days | 4 days |
| Revisions | 1 | 2 | 3 |
| Tone of voice with examples | Yes | Yes | Yes |
| Coach and class phrases | 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
Can coaches use it in class?
Yes, the guide includes example cues and phrases coaches can adapt to their own style.
Will you write our class names too?
The guide sets rules for naming classes and gives a few examples. A full naming project is a separate service.
Do I get a visual brand book with layouts?
No, it is a written guide with colour codes and font recommendations, without layouts or design files.