Brand Tone

Elegant & Classic, Nostalgic & Warm, Indulgent & Celebratory, Proud & Confident, Approachable

Brand Values

• •Heritage & Tradition: Deep respect for its long history and original recipes.
• •Quality: Commitment to using high-quality ingredients and maintaining standards in their products.
• •Customer Experience: Creating a memorable and pleasant experience, whether in-store or through their products.
• •Authenticity: Staying true to its roots and the classic items it's known for.
• •Evolution: While cherishing tradition, the brand also shows a willingness to adapt (e.g., online ordering, new product lines) to stay relevant.

Best Practices

• •Embrace Heritage Storytelling: Consistently weave in elements of Flurys' rich history, its founding in 1927, and its iconic status in Kolkata. Use phrases that evoke nostalgia and tradition.
• •Use Elegant and Evocative Language: Opt for descriptive words that highlight the quality, craftsmanship, and sensory experience of the products (e.g., "delectable," "handcrafted," "velvety," "aromatic," "timeless"). Avoid overly casual slang or overly modern jargon that might clash with the classic image.
• •Focus on Celebration and Indulgence: Frame products as perfect for celebrations, special moments, or as a well-deserved treat. The copy should feel joyful and inviting.
• •Maintain a Warm and Respectful Voice: Even when being celebratory, the tone should remain warm, respectful of its legacy, and appreciative of its customers. This builds on the emotional connection many have with the brand.
• •Ensure Visual and Textual Harmony: The copywriting should always align with the visual identity of the brand – which is classic, elegant, and often features high-quality imagery. The words should enhance the story told by the visuals.

Social Perception

Iconic Landmark, Nostalgia & Memories, Premium Quality, Aspirational Treat, Symbol of Kolkata, Reliable & Consistent

Copy Examples

• •Headline: Since 1927, Every Bite a Timeless Story. Body: Indulge in the legacy of Flurys. From our iconic rum balls to our classic English breakfast, experience the taste of tradition, crafted with love for nearly a century. Visit us or order online to create your own sweet memory. (Tone: Nostalgic, Classic, Proud)
• •Headline: Make Today a Flurys Day. Body: Why wait for a special occasion? Unwrap a little box of happiness with our freshly baked pastries and handcrafted chocolates. Pure indulgence, delivered to your doorstep. (Tone: Indulgent, Approachable, Celebratory)
• •Headline: The Sweetest Traditions Are Made at Flurys. Body: Generations have celebrated their moments with us. Continue the legacy with a Flurys cake for your next special event. Crafted with heritage, baked with passion. (Tone: Heritage, Warm, Celebratory)
• •Headline: Kolkata's Legendary Tearoom, Now Just a Click Away. Body: Experience the unmatched charm and delectable delights of Flurys from the comfort of your home. Order your favourites online and let us bring a piece of history to you. (Tone: Classic, Confident, Convenient/Evolution)
• •Headline: More Than Just a Pastry. It's a Flurys. Body: Each creation is a testament to nearly 100 years of baking excellence. Taste the difference that quality ingredients, timeless recipes, and a touch of Kolkata's heart make. (Tone: Proud, Quality-focused, Elegant)