If a brand can have a personality, Trek Light shows it off in a shipping note. Hidden in the message is an explanation, if not an apology, for a long wait.

The email invites the customer into the world of running a small business—the joys, the excitement, and the challenges of keeping up when business is good. Compare the note at the end, “So, if your order took a bit longer to ship than you were hoping for, please accept our sincere thanks for being patient and cool and supporting our small business during this time and always,” with Delta’s stilted, cloying email closing this week: “Thank you for your patience and understanding, and we look forward to seeing you to your destination as smoothly as possible.”

Like a fun friend, Trek Light makes us want to engage with them more. With a Chris Farley gif at the bottom, this is a good example of a positive message to share with students who want to find a more natural, playful voice when it’s appropriate in business.