READ ME: DENISE’S NOTES ON THE PROJECT
This one is a special case — a way quicker version of prior messaging projects given that it was only needed for a one-and-done press release.
I gathered all the information I could from a kick-off meeting with the client, then drafted the messaging pillars. I also wrote the press release!
Messaging Pillars
1. A FAMILY’S DEDICATION
603 Tau Sar Piah is a family-owned and family-run business with 30 years of history. The endeavour is profoundly personal, seeing the combined efforts and passions of three generations.
- The different generations – grandparents, parents, cousins – unite in a shared love of food and cherished family recipes.
- All join hands in refining their craft and devising new recipes, devoting themselves to roles of experimenting in the kitchen and taste-testing with every new project.
- Shaping the business is wholly collaborative – they come together to discuss ideas, techniques, flavours, strategies, and so on.
All work comes from the heart. Every member of the small team pours love, sincerity, and commitment into sharing their best work with patrons – what they love so much they want others to enjoy too.
- Everything they create is what they love to eat and seek to share with a wider audience.
- Weaving experiences and exposure to intriguing flavours and methods in their bakes, the family constantly generates creative twists and modern angles to incorporate into their line-up, in the hopes of spreading appreciation for heritage and tradition.
2. HANDMADE WITH CARE AND QUALITY
Being an enterprise so close to heart, which also revolves around kin and caring, the team is particular about creating the best and takes pride in meticulous craft, right down to thoughtful packaging. Making products from scratch, arduous processes involve carefully sourcing ingredients and toiling for hours over fires.
- Quality ingredients are sourced for optimal taste and texture. For example, the filling of the pineapple rolls is created specifically from Malaysian pineapples, selected for balanced sweetness and the textural interest of a more fibrous mouthfeel.
- Recipes are meaningfully edited to suit wide-ranging dietary needs. For example, the piahs are made without eggs, butter, pork, or lard. Many products are tailored to cater to all, such that these pastries and bakes make for easy gifting.
- The dedication to artisanal craft manifests in many effortful processes such as:
- Kneading and laminating piah dough by hand
- Roasting and grinding peanuts for peanut cookies
- Standing over the stove for hours to toast flour with pandan for the kueh bangkit
- Shredding and cooking yam by hand for the yam kueh
- Long periods of research and development
- Close attention is paid to packaging. For example, garnishes for the yam kueh are packed separately so that these accompaniments retain freshness and customers can add however much they like.
Family recipes have been refined over 30 years of operation; or longer, as the origin of some recipes date back to preceding generations.
3. FROM OUR HOME TO YOURS
The team stays true to well-loved family recipes that have been preserved for decades. Having forged a style of craft unique to them, they guard their heritage with great pride and commitment. This heritage is shared with their patrons.
Created with love and handmade with care, every festive treat is a greeting and a wish for one to be happy and well during the Lunar New Year, from the 603 Tau Sar Piah family to yours.
hey, it's denise 