Brand Tone

Conscious, Approachable, Informative, Passionate, and Poetic

Brand Values

• •Eco-responsibility & Sustainability
• •Ethical Sourcing & Production
• •Quality & Durability
• •Transparency
• •Community & Positive Impact
• •Authenticity & Passion
• •Innovation & Reasoned Consumption

Best Practices

• •Develop a "Voice & Tone" Guide: Document Hersée’s specific tone (Conscious, Approachable, Informative, Passionate, Poetic) with examples of "do's and don'ts." Include key vocabulary that reflects eco-responsibility and the brand's unique philosophy (e.g., "échoppe," "raisonné," "engagé," "bienveillant," "cycle naturel").
• •Always Lead with Values: Ensure every piece of copy, whether a product description or a social media caption, subtly or overtly reinforces at least one of Hersée’s core values (Eco-responsibility, Ethical Sourcing, Quality, Transparency, Community, Authenticity, Innovation).
• •Tell Stories, Don't Just Sell Products: Highlight the "why" behind each product – the maker's story, the sustainable materials used, the positive impact. Connect with the customer on an emotional and ethical level, not just a transactional one. This aligns with their mission to be a "passerelle."
• •Be Authentic and Human: Use language that feels genuine and relatable. Share the founders' passion and the journey of the boutique. Avoid overly corporate or technical jargon. The story of Antoine and Guillaume is a good example of this.
• •Educate and Inspire, Gently: While informing customers about eco-issues and solutions is key, maintain an encouraging and empowering tone rather than a preachy or guilt-inducing one. Focus on the positive impact of making conscious choices and celebrate the beauty and innovation in sustainable products.

Social Perception

Hersée is generally perceived very positively by its customers and the wider eco-conscious community in Paris as a trusted curator, ethical & committed brand, welcoming & helpful, a go-to for eco-shopping, and inspiring & positive.

Copy Examples

• •Homepage Welcome: "Welcome to Hersée, your Parisian haven for a more beautiful and responsible life. Discover thoughtfully chosen treasures that are kind to the planet and inspiring for your everyday. Let's embrace conscious consumption, together."
• •Product Description (e.g., for a recycled material bag): "Meet your new favorite companion, crafted with care from recycled materials and designed for a life of adventure (and errands!). More than just a bag, it’s a small step towards a lighter footprint and a brighter future. Stylish, sturdy, and sustainably made – what’s not to love?"
• •Social Media Post (Instagram/Facebook - with an image of a new artisanal product): "New in the échoppe! ✨ We're so excited to introduce these beautiful, handcrafted [product type] from [Brand Name], a maker who shares our passion for [mention a key value like 'local craftsmanship' or 'natural ingredients']. Each piece tells a story of dedication and respect for our planet. Come discover the magic in-store or online! #HerséeParis #EcoChic #SustainableLiving #Paris9"
• •About Us Snippet: "Hersée was born from a simple idea: that every purchase can be a positive choice. Founded by two friends, Antoine and Guillaume, we're on a mission to unearth the most inspiring eco-responsible brands and bring them to you. We believe in conscious consumption that feels good and does good."
• •Newsletter Teaser: "This week at Hersée: Uncover fresh arrivals that blend style with sustainability, get inspired by our latest blog post on [topic, e.g., 'effortless zero-waste swaps'], and learn the story behind one of our favorite impact-driven brands. Join us in making every day a little greener."