Brand Tone

Passionate & Artisanal, Enthusiastic & Friendly, Appreciative & Community-Oriented, Confident & Proud (Subtly), Welcoming

Brand Values

• •Quality & Craftsmanship
• •Authenticity
• •Customer Happiness
• •Freshness
• •Community Engagement

Best Practices

• •Embrace "French Savoir-Faire" with Warmth: Consistently use language that reflects expertise and craftsmanship (e.g., "artisanal," "hand-crafted," "traditional methods") but balance it with friendly, approachable, and welcoming words. Use French terms sparingly and elegantly where appropriate (e.g., "bonjour," "merci," "à bientôt," "viennoiserie").
• •Share the Passion & Story: Let the genuine enthusiasm for baking and French pastry shine through. Briefly allude to the effort and care that goes into each product (like the 3-day croissant process) to reinforce value without being boastful. Share small anecdotes or inspirations behind new creations, as seen in their journal/newsletters.
• •Focus on Sensory Details & Quality: Use descriptive language that appeals to the senses – the flakiness of a croissant, the richness of chocolate, the aroma of fresh bakes. Emphasize freshness and the quality of ingredients implicitly through the storytelling.
• •Maintain a Friendly, Community-Focused Dialogue: Address customers directly and warmly (e.g., "Hey everyone," "We think you'll love..."). Encourage interaction, ask questions, and show appreciation for their support and feedback, mirroring the owner's voice in the journal.
• •Visual-Verbal Harmony: Ensure the copy complements the high-quality, appetizing visuals of the pastries. The language should be as delightful and enticing as the products look. Keep copy relatively concise on image-driven platforms like Instagram, letting the visuals do much of the talking, but always infused with the brand's signature warmth and artisanal pride.

Social Perception

High-Quality Patisserie, Must-Try Products, Authentic French Experience, Popular & In-Demand, Aesthetic Appeal

Copy Examples

• •Instagram Post (Image: Close-up of a flaky croissant): "Three days of passion, patience, and Parisian know-how, all for this perfect bite. ✨ Our croissants are a labor of love, made fresh for you right here in Amsterdam. Come say 'bonjour' and taste the difference! #GrammesAMS #FrenchPastry #AmsterdamFood #ArtisanBakery #CroissantLove"
• •Facebook Update (Image: A selection of pastries): "Bonjour Amsterdam! 🌞 What treat is calling your name today? From our classic Pain au Chocolat to the adventurous Pistachio Escargot, we're here to make your day a little sweeter. Swing by Maasstraat 16 or pre-order your favorites online! 👉 [Link to Webshop] #GrammesPatisserie #AmsterdamEats #FrenchSavoirFaire #SweetTreats #SupportLocalAMS"
• •TikTok Video Teaser (Video: Quick cuts of pastries being made, ending with a beautiful display): "The magic behind every bite at Grammes! ✨ Bringing a taste of France to your Amsterdam mornings. What should we feature next? #GrammesBakery #Amsterdam #PatisserieFrancaise #BehindTheScenes #FoodieHeaven"
• •Newsletter Snippet: "A little note from our kitchen to yours! This week, Maxime was inspired by [mention seasonal ingredient/event], and the result is our new [New Pastry Name] - we think you're going to adore it! We’re so grateful for your smiling faces and kind words; they truly make our early mornings worthwhile. Pop in and let us know what you think! À bientôt! The Grammes Team. #FreshlyBaked #AmsterdamPastry"
• •Website Banner (for a seasonal special): "Savor the Season! ✨ Our [Seasonal Tart/Pastry] is here for a limited time. Crafted with the freshest [seasonal ingredients] and a whole lot of love. Pre-order yours today and bring a little French sunshine home! #GrammesSpecials #ArtisanalGoodness #AmsterdamBakery"