Brand Tone

Innovative, Creative, Playful, Whimsical, Approachable, Welcoming, Passionate, Authentic, Slightly Exclusive/Hype-Driven

Brand Values

• •Creativity and Innovation
• •Quality
• •Customer Experience and Hospitality
• •Storytelling and Emotional Connection
• •Adaptability and Personalization
• •Authenticity

Best Practices

• •Embrace Whimsy and Wonder: Use descriptive, imaginative language that evokes a sense of delight and surprise. Think "magical," "dreamy," "a playful twist."
• •Highlight Craftsmanship and Innovation: Talk about the creative process, the quality of ingredients, and the unique techniques behind each creation. Emphasize the "art" and "science" of pastry.
• •Speak from Passion: Let Chef Ansel's voice and story (or a brand voice inspired by it) come through – authentic, dedicated, and genuinely excited about sharing his creations.
• •Create a Sense of Occasion (Without Being Snobby): Position treats as special experiences worth savoring and sharing, but maintain an approachable and welcoming tone.
• •Engage with Visual Storytelling: Ensure copy complements the highly visual nature of the products. Use words that paint a picture, evoking textures, flavors, and the joy of the first bite.

Social Perception

Highly Innovative and Trendsetting, Iconic and Destination-Worthy, High Quality but Sometimes Overhyped, Associated with Exclusivity and Novelty, Fun and Engaging, Chef-Driven Brand

Copy Examples

• •Headline: Beyond the Hype. Beyond Delicious. This is Dominique Ansel. Body: We dream in butter and flour, and wake up to create. Taste the magic in every layer, every crumb, every unforgettable bite. What will you discover today? #DominiqueAnsel #SweetInnovation
• •Headline: Remember that feeling? Pure, unadulterated joy? We bake it daily. Body: From the first spark of an idea to the final sprinkle of delight, we pour our hearts into pastries that do more than satisfy a craving—they create memories. Come share a moment with us. #BakedWithLove #PastryDreams
• •Headline: Why just eat dessert when you can experience it? Body: The crunch, the cream, the surprise! Our creations are a journey for your taste buds. Dive into a world where classic techniques meet playful imagination. The adventure awaits! #DominiqueAnselExperience #MoreThanDessert
• •Headline: The Original. Always Reimagined. Body: Home of the legendary Cronut® and countless other moments of sweet genius. We never stop exploring, never stop delighting. What flavor will make your day? (P.S. Our DKA is legendary for a reason!) #AlwaysCreating #TasteTheOriginal
• •Headline: Life's too short for boring pastries. We agree. Body: That's why we're always whisking, baking, and dreaming up something new to make you smile. Indulge your curiosity. Treat yourself to a little bit of extraordinary. #PlayfullySweet #DominiqueAnselMagic