Brand Tone

passionate, playful, and expert

Brand Values

• •Natural Purity
• •Authenticity and Transparency
• •Jubilation and Pleasure
• •Respect
• •Craftsmanship

Best Practices

• •Lead with Passion, Support with Facts: Always start with the emotional, joyful aspect of the wine ("jubilation," "pleasure"), but be ready to follow up with the technical details (natural vinification, no SO2, gravity-fed) that prove your expertise and build trust.
• •Embrace the Playful Spirit: Use the brand's inherent humor. Incorporate the double meaning of "Bascule," create witty wine names, and use a lighthearted, slightly rebellious tone. This is a key differentiator in a traditionally stoic industry.
• •Tell the Human Story: Always bring it back to Caroline and Stéphane. Use "we," "our," and share personal anecdotes. The brand is inextricably linked to its founders, and this authenticity is a major asset.
• •Use Simple, Evocative Language: Avoid overly technical jargon unless explaining a specific process. Focus on words that convey feeling and experience: "honest," "living," "digestible," "vibrant," "joy." The goal is to make the wine approachable, not intimidating.
• •Maintain Visual and Verbal Consistency: Ensure the playful and passionate tone of the copy is reflected in the visuals. Photos should be authentic, showing the process, the people, and the product in a natural, unpolished setting that matches the brand's values.

Social Perception

Artisanal and Authentic, Innovative and Modern, High-Quality and Trustworthy

Copy Examples

• •Meet 'Favorite DayDream', our latest bottled fantasy. We chased the sun, listened to the grapes, and pretty much stayed out of the way. The result? Pure, unadulterated joy, ready to be "basculé" into your glass. Spontaneous fermentation, zero fuss. Just the way we like it.
• •Wine is a pleasure. Making it is our obsession. Discover our cuvées: honest, living wines crafted with nothing but grapes, passion, and a little bit of playful rebellion.
• •Come share a glass with the makers! Join Caroline and Stéphane this Saturday at [Event Location] to taste the new vintage. We'll be pouring, laughing, and celebrating the simple, jubilant act of enjoying good wine. See you there!
• •Bottum'Up Rouge: Don't let the name fool you—this is serious fun. A vibrant red born from carefully selected grapes and wild yeasts. No filtering, no fining, just the pure, energetic expression of our terroir. It’s a wine made to be shared, debated, and thoroughly enjoyed. Notes of [flavor profile], with a finish that makes you smile.
• •Subject: Ready for a Tipping Point? Hi [Name], Here at Bascule !, we believe the best wines are the ones that make you feel something. They're not just made; they're born from a philosophy of respect and a spirit of joy. This season, we’re thrilled to share our newest creations—each one a story in a bottle.