Brand Tone

Passionate, artisanal, community-focused, knowledgeable, welcoming, informative, personal, authentic, and trustworthy, blending tradition with modern appeal.

Brand Values

• •Heritage and Craftsmanship
• •Quality and Sustainability
• •Community
• •Honesty and Transparency
• •Modern Palate

Best Practices

• •Lead with Passion and Story: Always connect the product back to the "why" – the heritage, the passion for craft, or the story of the local supplier.
• •Use Warm and Inclusive Language: Employ words like "community," "our table," "together," and "family" to reinforce the brand's welcoming and connective nature.
• •Educate, Don't Preach: Share information about sustainability, sourcing, and quality in an informative and inspiring way, not a dogmatic one. The goal is to empower customer choice.
• •Balance Tradition and Modernity: Explicitly mention both the long-standing heritage ("110 years") and the modern offerings (vegan options, workshops) to appeal to your diverse customer base.
• •Maintain High-Quality Visuals: The artisanal and quality-focused tone must be matched by professional, appetizing photography and a clean, modern design aesthetic across all platforms.

Social Perception

De Slagersdochter is perceived as a high-quality, trustworthy delicatessen. It's seen as a modern evolution of the traditional butcher shop, successfully bridging the gap between meat lovers and those seeking plant-based options. Customers appreciate the quality of ingredients, the deliciousness of prepared foods, and the brand's commitment to sustainability and craft. It is considered a valuable local spot in Haarlem for everything from a quick, delicious lunch to catering for social gatherings, associated with quality and heritage.

Copy Examples

• •Meet your new lunch obsession. We take our 110-year heritage seriously, but we also love to play. Locally-baked sourdough, our signature slow-roasted beef, and a horseradish cream that kicks. This isn't just a sandwich; it's a story. Come taste the tradition. #DeSlagersdochter #HaarlemFood #ArtisanSandwich #FamilyHeritage
• •Roll up your sleeves and join our table! Our Sourdough Workshop is back. Learn the craft, share the passion, and take home more than just a loaf of bread—take home a new skill. We believe food connects us. Let's create something delicious together. Limited spots available. #WorkshopHaarlem #Sourdough #BakingCommunity #DeSlagersdochter
• •From our family to yours, for over a century. De Slagersdochter is more than a deli; it's the next chapter in a story of craft and quality. We source from farmers we know and artisans we admire, curating a selection of honest, sustainable, and delicious food for the conscious eater. Whether you're craving a classic grillworst or a creative vegan bowl, you'll find it here.
• •Taste the terroir. This cheese comes from just down the road, made by a family as passionate about their cows as we are about our craft. By choosing this, you're not just getting incredible flavor—you're supporting another local business dedicated to doing things right. #SupportLocal #Haarlem #ArtisanCheese
• •Let us make your holiday gathering unforgettable. Our 'borrelplanken' are thoughtfully curated with the best of our deli—from artisanal charcuterie and cheeses to vibrant, house-made dips and veggie bites. Spend less time in the kitchen and more time making memories. Order your platter of craft and joy today.