Brand Tone

Indulgent & Celebratory, Friendly & Welcoming, Homemade & Quality-Focused, Playful (especially on TikTok), Classic & Iconic

Brand Values

• •Quality & Craftsmanship
• •Indulgence & Joy
• •Customer Experience
• •Tradition (American Bakery Style)
• •Accessibility & Inclusivity

Best Practices

• •Embrace 'Indulgent Joy': Always frame treats as a delightful experience, a well-deserved pleasure, or a way to celebrate. Use words that evoke richness, deliciousness, and happiness (e.g., 'heavenly,' 'decadent,' 'joyful,' 'scrumptious').
• •Highlight 'Homemade Quality': Consistently mention the 'homemade' aspect, 'freshly baked,' or 'quality ingredients' to reinforce the care and craftsmanship behind the products. This builds trust and justifies the premium nature of the treats.
• •Be Warm and Welcoming: Use friendly, approachable language. Address the audience directly (e.g., 'you,' 'your'). Foster a sense of community by encouraging sharing and interaction, especially on social media.
• •Lean into Iconic Status (Especially for Red Velvet): Don't be shy about mentioning the fame of signature items like the Red Velvet cake. Use phrases like 'legendary,' 'award-winning,' 'Amsterdam's favorite' to build on its reputation.
• •Visual Storytelling Alignment: Ensure the copy complements the highly visual nature of the products. Use descriptive language that helps readers imagine the taste, texture, and aroma, mirroring the appeal of the photos and videos shared on social media.

Social Perception

The Cake Destination, Reliable & Well-Established, Generous & Indulgent, Popular & Sometimes Crowded, Good for Social Gatherings & Celebrations, Mixed Service Experiences

Copy Examples

• •Headline (Website/Social Media): 'Amsterdam's Sweetest Secret? Not Anymore. Taste the Legend: De Drie Graefjes' Famous Red Velvet Awaits.'
• •Instagram Post Caption: 'Turning ordinary days into celebrations, one slice at a time! 🎉🍰 Our [Cake of the Day, e.g., Classic Carrot Cake] is freshly baked and ready to make your afternoon unforgettable. Who are you sharing this moment (or massive slice 😉) with? #DeDrieGraefjes #AmsterdamEats #CakeLove #HomemadeGoodness #TreatYourself'
• •Product Description (Online Shop): 'Experience pure bliss with our New York Cheesecake. Authentically rich, unbelievably creamy, and baked with love using a time-honored recipe. Perfect for dessert, a special occasion, or just because. Order yours today and bring home a slice of classic American indulgence.'
• •Facebook Ad Copy: 'Rainy Amsterdam day? 🌧️ Brighten it up with the warm, homemade taste of De Drie Graefjes. From our legendary Red Velvet to hearty club sandwiches, we’ve got your comfort food cravings covered. Visit one of our cozy cafes or order online for a treat delivered to your door! #AmericanBakery #AmsterdamFood #ComfortFood #DeDrieGraefjesDelivers'
• •TikTok Video Concept Text Overlay: 'POV: You finally try *the* Red Velvet from De Drie Graefjes. [Video shows someone taking a bite with an ecstatic expression] Yep, the hype is REAL. 🤤 #AmsterdamFoodGuide #RedVelvetCake #BestCakeEver #DeDrieGraefjes #FoodieHeaven'