Brand Tone

Trustworthy & Reliable, Elegant & Timeless, Inviting & Approachable, Authentic & Heritage-Rich, Resilient & Enduring

Brand Values

• •Durability & Quality
• •French Heritage & Craftsmanship
• •Timeless Design & Functionality
• •Safety & Hygiene
• •Sustainability & Responsibility
• •Accessibility & Everyday Use
• •Nostalgia & Connection

Best Practices

• •Emphasize Heritage and Authenticity: Always highlight 'Made in France since 1945.' Use storytelling to connect with the brand's rich history and the craftsmanship involved. This reinforces trustworthiness and the value of tradition.
• •Lead with Durability and Practicality, Softened by Elegance: The core strength of Duralex is its resilience. Communicate this clearly, but balance it by showcasing the timeless elegance and iconic designs. The tone should feel reliable and sophisticated simultaneously.
• •Maintain an Inviting and Inclusive Voice: Use language that speaks to 'everyone, for every day, forever.' Avoid overly technical jargon or exclusive terminology. The brand should feel accessible and part of everyday life.
• •Showcase Real-Life Scenarios and Nostalgia (where appropriate): Use visuals and copy that depict Duralex in everyday situations – family meals, casual gatherings, children using the products. Tap into the nostalgic element for audiences familiar with the brand's history.
• •Be Transparent and Trustworthy: Reflect the safety and hygienic qualities of the glass. In light of recent company developments, a tone of resilience and community (referencing the cooperative) can also build trust and connection.

Social Perception

Iconic & Classic, Extremely Durable & Practical, Good Value & Affordable Quality, Nostalgic & Familiar, Trustworthy & Safe, Symbol of French Lifestyle, Resilient Enterprise

Copy Examples

• •Headline: Duralex: Crafted in France. Cherished for Generations. Enduring Quality, Timeless Design. Body: Since 1945, Duralex has been the heart of French tables. Our tempered glass isn't just incredibly durable; it's a piece of history, designed for every meal, every memory, forever. Experience the authentic touch of Duralex.
• •Social Media Post (Instagram - with image of a family using Duralex glasses): Making everyday moments last. ✨ Our iconic Picardie glasses – as resilient as your family's spirit and as timeless as your shared stories. 100% Made in France, 100% ready for life. #Duralex #MadeInFrance #EverydayElegance #DurableDesign #FamilyTraditions
• •Product Description Snippet (for Picardie glass): The Original French Tumbler. Instantly recognizable, remarkably robust. The Duralex Picardie is more than a glass; it's a promise of enduring quality and effortless French style. Tempered for exceptional durability, it’s ready for your morning juice, afternoon iced tea, or evening aperitif. Microwave and dishwasher safe, because life should be beautifully simple.
• •Email Subject Line: Rediscover the Strength & Style of Duralex Email Body Snippet: For over 75 years, Duralex has stood for unwavering quality and iconic French design. Our tempered glassware is built to withstand the test of time, just like the memories you create around your table. Safe, hygienic, and always elegant – bring home the Duralex promise.
• •Website Banner Text: Duralex: The Clear Choice for Durability and Design. From bustling café terraces to your kitchen table, our French-made tempered glass has been the trusted companion for generations. Discover tableware that’s as strong as it is beautiful.