Visual identity and writing style play a key role in supporting and extending the connection between the Creamery and our guests, which goes beyond the cone and the store's four walls. Every touchpoint is an opportunity to strengthen the bond with our guests, and consistency is essential to earning and maintaining their trust.
Tone, Voice, and Style
Less is more. Tell the Creamery story and get out of the way.
The visual and written expression of the Creamery blends tradition, science, and delicious fun. While there's room for playfulness, it's all about simplicity and sincerity.
The following comparison helps define the tone of the Creamery visuals and written content:
| Always | Never |
|---|---|
| Fun, playful | Silly, inappropriate |
| Timeless, rich in tradition | Outdated, stuck in old ways |
| Consistent | Boring |
| High quality, customer-centric | Snooty, transactional |
| Authentic, wholesome | Fake, slick |
| Penn State/Pennsylvania | Insider-ish, exclusive |
| Clear, to the point | Verbose |
| Smart | Condescending |
| Expert | Know-it-all |
| Self-aware | Self-centered |
| Excited, enthusiastic | Hard sell |
| Proud of heritage | Braggy, ego-driven |
| Entrepreneurial, innovative | Sell-out, the bottom line at all costs |
| Current | Trendy |
Voice and Writing Standards
Writing should be concise and have an inviting, conversational, and human voice—especially vital in the age of AI.
The written portion of an ad or email does not need to overexplain. Instead, the words and images should work together to tell a complete story that informs guests and compels them to act (visit the store, go to the website, place an order, etc.).
How to Use the Creamery Name
Correct use:
The (Penn State) Berkey Creamery—Use the full name "the Berkey Creamery" on first mention in longer-form content. After that, use "the Creamery."
The (Penn State) Creamery—Use "the" in lowercase when it appears in the middle of a sentence or phrase.
Use of the "The Penn State Creamery" vs. "The Creamery" will be situation and context dependent. If the audience is determined to be steeped in Penn State lingo and traditions, Penn State as a modifier can be eliminated.
"The alumni association held their meeting at the Creamery."
"A delegation of Big 10 leaders met at the Penn State Creamery."
"Creamery" may be used as a modifier— "Delicious Creamery dairy products"
Incorrect use:
Do not use "Creamery" as a standalone noun. Instead of saying, "Let's meet at Creamery," use "Let's meet at the Creamery."
Do not shorten the name to "the Berkey."
As with all College of Ag Sciences marketing materials, copy should follow the Chicago Manual of Style.
