Brand Tone

authentic, direct, and principled

Brand Values

• •Simplicity and Authenticity
• •Local Sourcing
• •Common Sense over Hype
• •Community Focus
• •Transparency

Best Practices

• •Use Direct and Simple Language: Avoid marketing jargon and buzzwords. Speak plainly and confidently. The brand's motto is "common sense," so the language should reflect thatclear, honest, and to the point.
• •Champion Your Producers: Regularly name and feature your local suppliers in social media posts, newsletters, and in-store. This reinforces the core values of local sourcing and transparency, turning a product list into a community story.
• •Maintain a "Raw" and "Unprocessed" Lexicon: Consistently use keywords like "raw," "unprocessed," "simple," "basic ingredients," and "direct from the producer." This repetition drills down the brand's unique selling proposition.
• •Contrast with the "Other": Frame the brand's benefits by subtly contrasting them with the negatives of large supermarkets (e.g., "no industrial processing," "not shipping vegetables across the country"). This highlights the value without being overly aggressive.
• •Be Unapologetically Local: Emphasize the Bordeaux identity in all communications. Mention local landmarks, producer locations, and the 2km delivery radius. This builds a strong sense of place and community, making the brand a true neighborhood anchor.

Social Perception

Trustworthy, high-quality, and ethical neighborhood grocer. Customers likely see it as a destination for fresh, local, and unprocessed foods an antidote to the impersonal and often overwhelming experience of a large supermarket. The brand appeals to consumers who are health-conscious, support local businesses, and value transparency in the food chain. It is seen as a practical, rather than a luxury, choice, emphasizing that eating well with raw ingredients can be more economical.

Copy Examples

• •Straight from the farm, not the factory. This morning's harvest from our partners at Lochallesbio is here. Crisp lettuce, sweet carrots, and earthy broccoli, all grown less than 40km away. This is food at its simplest and best. Real, raw, and ready for your kitchen. #BordeauxLocal #EatRealFood #Brutes
• •Tired of endless aisles and mystery ingredients? At Épicerie brutes, we keep it simple. We sell raw, unprocessed food from local producers we know and trust. It's just common-sense grocery shopping. Come back to basics at 122 rue Belleville.
• •Good food starts with raw ingredients. Our kitchen creates delicious, wholesome meals using the same principle as our grocery: nothing but the best unprocessed, local products. Taste the difference that real food makes.
• •Know Your Farmer, Know Your Food. The cheese you're holding comes from La Laiterie Burdigala, just down the road. We believe in direct partnerships because transparent, local food just tastes better.
• •No frills, no fuss. Just this week's freshest arrivals. Forget the flashy promotions. We're excited about the new crop of potatoes from Saint-André-de-Cubzac and the fresh batch of craft beer from PIP. See what's new, local, and brutally good this week.