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 a restaurant, cafe or bar: the concept in a few words, the story behind the food, and how the place talks on the menu, on social media, in reviews replies and through staff. Examples show how to describe a dish, announce a new menu or apologise for a slow evening. The full version adds colour and font recommendations that suit your interior and signage.
What is included
- What you getA restaurant brand guide as formatted text: depending on the package, tone of voice with menu and social examples, concept and story, values and guest 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.
- Menu voiceHow to name and describe dishes
- Social and reviewsPosts and replies to good and bad reviews
- Concept and storyFrom Standard: why the place exists
- Staff phrasesHow the team greets and talks to guests
- Colours and fontsIn Premium: matched to interior and signage
How it works
- 1BriefYou describe the concept and guests
- 2ConceptWe shape the story and voice
- 3GuideWe write the guide with examples
What we need from you
The cuisine and concept, the location and guests, price level, your story, places you like and your logo or interior photos as pictures.
We will ask you:
- What is the cuisine and concept?
- Who are your guests?
- What is your price level?
- Which restaurants do you like and why?
Compare packages
| Packages | BasicTone of voice guide$19 | StandardConcept, story 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 |
| Concept and story | 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 write the full menu?
The guide shows how to describe dishes with examples. A full menu is a separate order.
Can I send interior photos?
Yes, attach up to 3 pictures and we match the recommendations to them.
Does it help with a second location?
Yes. A written guide keeps the voice the same when new staff join.