Brand Tone

authentic, passionate, and friendly

Brand Values

• •Valuing French Culinary Heritage
• •Short Supply Chain
• •Sustainable and Responsible Production
• •Conviviality and Sharing
• •Transparency

Best Practices

• •Always tell a story: Whether it's about the product, the producer, or a suggested moment of consumption, storytelling creates an emotional connection and reinforces the value of authenticity.
• •Use sensory and evocative language: Employ words that appeal to the senses (e.g., "creamy," "crispy," "aromatic," "velvety") to make the products more desirable.
• •Highlight the producer: Systematically mention the origin and the producer of the products. This reinforces transparency, justifies the quality (and price), and shows support for artisans.
• •Maintain a friendly and accessible tone: Ask questions to encourage interaction ("Who's tempted?", "What are you pairing this with?"), use a welcoming "we," and avoid overly technical or elitist jargon.
• •Be consistent across all channels: The tone used on Instagram should be the same as on the website or in an email. This consistency builds trust and a strong, recognizable brand identity.

Social Perception

Devinez is perceived as a high-quality, authentic, and welcoming neighborhood fine grocery store. Customers and online media seem to appreciate the brand's commitment to sourcing products directly from French producers and their focus on quality. The story of the three founding friends adds a personal and relatable dimension to the brand, which likely contributes to a positive perception. The brand is seen as a place to discover unknown products and to support committed producers.

Copy Examples

• •This Tomme de Chèvre from the Pyrenees has just arrived and it's a pure delight! Made with raw milk by our producer, Sylvie, who pampers her goats in the open air. Imagine it on a slice of fresh bread with a fig jam... Who's tempted?
• •Looking for the perfect bottle for your dinner tonight? Let us guide you. We have unearthed gems from independent winemakers who respect their terroir. Because every meal deserves a wine that tells a story. #Devinez #CaveAParis #VinFrancais
• •A recipe straight from our grandmother's notebooks, prepared with passion by Jean-Marc in the Basque Country. You will find the authentic taste of homemade, with no artificial colors or preservatives. A real return to the roots to share... or to devour on your own.
• •New arrivals that taste of sunshine ☀️ Body: This week, we've brought back from our travels some sun-drenched terrines, fruity olive oils, and a rosé that will make your taste buds sing. Come and get your dose of conviviality at the shop!
• •Meet our producer of the month: The ‘La Belle Abeille’ apiary. A family passion for honey, passed down from father to son for three generations. Taste the difference. #ProducteurEngagé