Brand Tone

Exclusive, avant-garde, and confident. It is also artistic, passionate, professional yet laid-back, blending high-end dining with a cool and joyful atmosphere.

Brand Values

• •Culinary Innovation
• •Excellence and Quality
• •Sustainability
• •Unique Experience
• •Community and Philanthropy

Best Practices

• •Embrace Mystique: Always use language that hints at exclusivity and discovery. Phrases like "hidden gem," "seek and you shall find," and "an experience reserved for the curious" reinforce the brand's unique positioning.
• •Focus on Artistry, Not Just Ingredients: Describe dishes with evocative, sensory language that highlights creativity and transformation ("a canvas where vegetables come alive," "an explosion of color and flavor"). Avoid generic lists of ingredients.
• •Maintain a Confident and Understated Voice: The brand's quality speaks for itself. The tone should be assured, not boastful. Acknowledge accolades like the Michelin star as a confirmation of a long-standing mission, not as a primary selling point.
• •Use High-Quality, Atmospheric Visuals: All photography and videography should reflect the industrial-chic, artistic, and vibrant ambiance. The visual identity must match the exclusive and avant-garde verbal tone.
• •Keep it "Quintessentially Berlin": Infuse the copy with the spirit of the city —edgy, creative, and a bit rebellious. The contrast between the "no-frills backyard" and the fine-dining experience is a core part of the brand story and should be celebrated.

Social Perception

Perceived as a pioneering and iconic Berlin institution, one of the world's coolest and best vegetarian restaurants. It makes high-end vegan and vegetarian dining exciting and accessible. The hidden entrance and underground vibe contribute to its unique charm, with originality and quality justifying the price for a special occasion. The atmosphere is consistently described as trendy, cool, and lively.

Copy Examples

• •Taste the revolution. Our ELECTRIC BLOOM menu is a raw, unapologetic explosion of flavor, designed to challenge perceptions and delight the senses. This isn't just a meal; it's a statement. Have you experienced it yet? #CookiesCream #VeganFineDining #MichelinStar #BerlinFood
• •The path to culinary discovery is rarely a straight line. Follow the alley, find the door, and redefine what you know about food. Welcome to Cookies Cream. Reservations essential.
• •Beyond Expectation. Beyond Meat. Since 2007, we've been crafting the future of vegetarian cuisine in the heart of Berlin. Awarded a Michelin star for our creativity and passion. Book your table and discover the taste of the avant-garde.
• •An Invitation to the Unseen. Dear connoisseur, The city holds its secrets close. We hold ours closer. Our new seasonal menu awaits —a symphony of flavor crafted from the earth's finest. Secure your place at the table before the season turns.
• •Some things are worth searching for. Cookies Cream. Berlin's Michelin-starred vegetarian experience. Book now.