Brand Tone

authentic, passionate, and personable

Brand Values

• •Authenticity
• •Quality
• •Fairness
• •Passion & Expertise
• •Community

Best Practices

• •Always Tell a Story: Whether it's about the founders, the winemakers, or the region, storytelling is central to the brand. Every piece of copy should connect the product to a person or a place.
• •Emphasize Authenticity and Direct Sourcing: Consistently use phrases like 'direct from the winemaker,' 'family-run estates,' and 'rare selection' to reinforce this key value proposition.
• •Maintain a Personable and Passionate Tone: Write as if you are sharing a discovery with a friend. Use 'we' and 'you' to create a direct connection. Express genuine excitement about the products.
• •Highlight Fair Pricing as a Value, Not a Discount: Frame the 'prices like in France' as a matter of principle and fairness, showcasing the benefit of your unique business model, rather than just as a sale.
• •Educate and Invite: Position the brand as a knowledgeable guide. Offer tasting notes, pairing suggestions, and information about winemaking practices in an accessible way. Use invitations to events to build a community and encourage in-person experiences.

Social Perception

Perceived as a high-quality, trustworthy, and specialized wine shop. Customers are likely to be individuals who appreciate craftsmanship, storytelling, and are looking for a unique wine experience that goes beyond a typical retail purchase. They are perceived as experts in French wine, offering a curated selection that is not easily found elsewhere. The focus on direct importation and fair pricing likely resonates well with discerning consumers who value transparency.

Copy Examples

• •From Our Families' Vineyards to Your Glass. Discover Authentic French Wines at Prices You'd Find in France.
• •Meet the winemaker behind our new favorite Bordeaux! We spent last week with the Dubois family, whose passion for biodynamic farming is bottled in every sip. Swipe to see our journey and come taste the story at the shop this week! #InCocagne #FrenchWine #FamilyWinery #Düsseldorf
• •This isn't just a bottle of Champagne; it's a celebration of a small, family-run vineyard in the heart of the region. With notes of crisp green apple and a hint of brioche, this grower-champagne is a rare find, brought directly to Düsseldorf by us, for you.
• •Escape to France without leaving Düsseldorf! Join our 'Wednesday Afterwork' for a casual tasting of our latest discoveries from the Loire Valley. For just 19, enjoy a flight of three exceptional wines and share a moment of 'joie de vivre' with us. #WineTasting #DüsseldorfEvents #FrenchWineLovers
• •We are Mathieu and Romain. Two Frenchmen who missed the authentic taste of home. So, we decided to bring it to Düsseldorf. At In Cocagne, every bottle has a story, every wine is a friend, and every price is fair. Welcome to our little piece of France.