Brand Tone

Aspirational & Celebratory, Personal & Heartfelt, Appreciative & Engaging, Confident & Quality-Focused

Brand Values

• •Creating Special Moments
• •Handcraft & Quality
• •Customer Focus
• •Passion & Dedication
• •Innovation & Growth
• •Female Empowerment

Best Practices

• •Center Around "Special Moments": Ensure all copy, from product descriptions to social media posts, ties back to the core brand promise of creating and enhancing special occasions. Use evocative language that conjures feelings of joy, celebration, and thoughtfulness.
• •Emphasize Quality and Craftsmanship: Consistently highlight the use of premium ingredients, the handcrafted nature of the products, and the care taken in production. This justifies the premium positioning and builds trust.
• •Maintain Visual-Verbal Harmony: Ensure the luxurious and celebratory tone of the copy is consistently matched by high-quality, elegant visuals across all platforms. The language should reflect the beauty and indulgence seen in the product photography.
• •Engage with Empathy and Appreciation: In customer interactions, especially on social media and in response to reviews (both positive and negative), maintain a tone that is appreciative, understanding, and solutions-oriented. Reinforce the "customer focus" value. Address concerns transparently while upholding the brand's commitment to quality.
• •Empower Through Storytelling: Continue to share the founder's journey and the "behind-the-scenes" passion of the team. This personal touch resonates with the "heartfelt" aspect of the brand tone and builds a stronger connection with the audience. Highlighting the female-led aspect can also be a consistent part of this narrative.

Social Perception

Publicly Admired for Concept, Mixed Customer Experience (Positive Perception: provider of beautiful, delicious, high-quality gifts that impress recipients; Negative Perception: issues with delivery and condition of perishable goods upon arrival), Visually Appealing Brand

Copy Examples

• •Headline: Make Every Moment Shine: Discover Handcrafted Delights from Frailice. Body: At Frailice, we believe life's special occasions deserve more than just a gift; they deserve an experience. Each chocolate-dipped strawberry, every delicate macaron, is handcrafted with passion in our Munich manufactory, using only the finest ingredients. Gift a moment of pure joy.
• •Headline: The Art of Gifting, Perfected. Body: Spoil someone special (or yourself!) with Frailice’s exquisite creations. From hand-selected fresh fruits to luxurious Swiss chocolate, quality is at the heart of everything we do. Because some moments are too precious not to be savored.
• •Headline: More Than a Treat, It's a Frailice Moment. Body: Imagine their delight. A beautifully presented box, revealing handcrafted treasures made with love. That’s the Frailice promise – to turn your thoughtful gesture into an unforgettable memory. Celebrate beautifully.
• •Headline: Crafted by Hand, Delivered with Care. Body: Our artisans in Munich pour their hearts into every creation, ensuring each bite is a testament to quality and flavor. Shipped fresh with overnight cooling, Frailice brings the luxury of a Parisian patisserie right to your doorstep.
• •Headline: Because They Deserve the Best. And So Do You. Body: Choose Frailice for those times when only the most exquisite, handcrafted indulgence will do. We’re dedicated to making your celebrations sweeter and your cherished moments even more memorable.