Brand Tone

Friendly, Passionate, and Artisanal

Brand Values

• •Authenticity
• •Quality & Craftsmanship
• •Creativity & Seasonality
• •Community & Coziness
• •Joy & Indulgence

Best Practices

• •Lead with Passion and Sensory Details: Always describe products using evocative language that appeals to taste, smell, and sight. Instead of "Try our new pie," use "Indulge in the rich, velvety chocolate and toasted marshmallow of our S'mores Pie."
• •Reinforce the 'Why': Subtly connect the copy back to the brand's core values of happiness and second chances. Use phrases like "your daily slice of joy," "a nostalgic treat," or "made to make you smile."
• •Highlight Quality and Craftsmanship: Consistently mention key value propositions like "handcrafted," "baked daily," "seasonal ingredients," and "local products" to reinforce the brand's premium positioning.
• •Maintain a Friendly, Inclusive Voice: Write as if you're talking to a friend. Use a warm, welcoming tone. Engage with customer comments and messages personally and cheerfully to build community.
• •Balance Sweet and Savory: Ensure marketing communications reflect the full range of offerings, including savory pies, brunch, and specialty coffee, not just the sweet pies, to attract a wider audience for different meal times.

Social Perception

The public perceives 9 Lives as a premium, authentic, and beloved specialty bakery. It is widely regarded as the go-to place in Madrid for American pies. Customers see it as a unique offering in the city's food scene and appreciate the high quality, which justifies the price point for them. The perception is that of an original concept executed with passion and skill, resulting in delicious and memorable products. The positive atmosphere and friendly service are key components of its strong reputation.

Copy Examples

• •Meet the taste of summer. ☀️ Our new Apricot & Blackberry Pie is here for a limited time! We're talking a golden, flaky crust filled with sweet, sun-ripened apricots and juicy blackberries. It’s handcrafted, baked fresh, and waiting to make your day. #9LivesMadrid #AmericanPie #TasteOfSummer
• •Your Slice of Happiness. Handcrafted American pies, baked daily in the heart of Madrid with seasonal ingredients and a lot of love. This is more than dessert, it's a feeling.
• •Stuck in a weekday slump? You're one slice away from a great mood. 😉 From our creamy Banana Cream Pie to a savory bite for lunch, we've got just the thing. Stop by 9 Lives in Chamberí for your daily dose of delicious. #MadridFood #BrunchMadrid #AmericanBakery
• •Why '9 Lives'? Because we believe everyone deserves a second slice at happiness. Enjoy your moment.
• •(Video of butter being folded into dough) "The secret to our flaky crust? Lots of butter, a little patience, and a whole lot of passion. This is how our pie magic begins every morning! ✨ #BakeryLife #Handmade #Madrid"