Brand Tone

Elegant, Traditional, and Aspirational

Brand Values

• •Quality and Durability
• •Creativity and Joy
• •Accessibility
• •Conviviality
• •French Art de Vivre

Best Practices

• •Use Evocative and Sensory Language: Instead of just listing product features, use words that evoke feelings of elegance, comfort, and joy. Phrases like "a touch of elegance," "the whisper of fine linen," or "the warmth of shared stories" align with the aspirational tone.
• •Emphasize Heritage and Storytelling: Consistently reference the brand's French roots and its long history. Frame products not as mere objects, but as part of a larger story—whether it's the history of a classic collection like "Grain de Riz" or the travel that inspired a new design.
• •Focus on the "Why," Not Just the "What": The copy should focus on the experience the products enable. It’s not just a plate; it’s a tool for creating "unforgettable moments". It’s not just a tablecloth; it's the foundation for "conviviality and friendship".
• •Maintain a Refined and Warm Vocabulary: The language should be sophisticated but not alienating. Use terms like "curated," "timeless," "crafted," and "collection." The tone should feel like an expert and friendly guide to the art of living well.
• •Ensure Visual and Textual Consistency: The classic, clean aesthetic of the website should be mirrored in the copy. The text should be well-structured, easy to read, and free of overly casual language or slang, reinforcing the brand's image of quality and attention to detail.

Social Perception

The public perception of GENEVIEVE LETHU is that of a well-established, reputable brand offering high-quality, aesthetically pleasing tableware and home goods. It is seen as a go-to for those looking to invest in their home, particularly for creating an elegant dining experience. It carries a nostalgic appeal for many who associate it with family meals and special occasions. While it has an air of luxury, it is generally perceived as an "affordable luxury". The Zaragoza store specifically is seen as a specialty shop for decoration and quality home goods within the city.

Copy Examples

• •The Art of the Table, The Joy of Home. Discover collections that tell your story.
• •More than just a dinner set, 'Jardin de Oriente' is an invitation to travel. Each piece, crafted from fine porcelain, brings an echo of distant lands to your table. Perfect for everyday elegance or to make your special occasions unforgettable. Create moments, not just meals.
• •Since 1972, Geneviève Lethu has believed that a beautiful table is the heart of a happy home. We continue that tradition here in Zaragoza, offering timeless French design and quality that turns every meal into a celebration of togetherness. Welcome to our home.
• •Dress your table in elegance. Our collection of tablecloths, runners, and napkins is crafted from the finest fabrics to provide the perfect canvas for your culinary creations. From casual brunches to formal dinners, find the perfect texture and color to match your moment.
• •Bring French Charm to Your Table | New Arrivals from Geneviève Lethu