Brand Tone

Traditional, Trustworthy, and Familiar

Brand Values

• •Heritage and Tradition
• •Quality Ingredients
• •Artisanal Craftsmanship
• •Community Focus
• •Reliability

Best Practices

• •Embrace Your Heritage: Always lean into the brand's history. Use phrases like "Since 1977," "A family tradition," and "The classic flavors of Valparaíso" to reinforce your established identity.
• •Keep Photography Clean and Classic: Ensure all product photography is bright, sharp, and appetizing. The focus should be on the quality and appeal of the cake itself, matching the traditional and trustworthy tone. Avoid overly trendy filters or cluttered backgrounds.
• •Use a Warm and Direct Voice: Write captions and website copy that are friendly but to the point. The tone should feel like a trusted local shop owner speaking polite, clear, and welcoming.
• •Highlight Quality and Craftsmanship: In your descriptions, mention the use of quality ingredients and the care that goes into baking. This reinforces the core value of providing a superior, artisan product.
• •Focus on Occasions and Family: Connect your products to the experiences they enhance birthdays, family dinners, and special celebrations. This positions the brand as an integral part of the customers' lives, aligning with its familiar and trustworthy perception.

Social Perception

A classic, reliable neighborhood bakery, viewed as a go-to for traditional, high-quality cakes for special occasions. Perceived as functional and product-focused, rather than trendy. Its longevity speaks to a loyal customer base valuing its specific, well-made offerings.

Copy Examples

• •A tradition of flavor in every slice. Our Torta Mil Hojas is made with the same dedication since 1977, perfect for sharing those special family moments. Order yours 24 hours in advance and bring a classic home. #LaFoliaPasteleria #TortaMilHojas #Valparaiso
• •Celebrate Life's Sweetest Moments. From birthdays to anniversaries, our cakes have been part of your family's celebrations for over 40 years. Explore our collection and let us sweeten your day. #PasteleriaTradicional #HechoConAmor #ViñadelMar
• •The perfect balance of coffee and sweetness. Our Torta Moka is ready to be the star of your afternoon. DM us to order. #TortaMoka #LaFoliaValparaiso #Pasteleria
• •Valparaíso's sweet tradition since 1977. At La Folia Pastelería, we use high-quality ingredients to create the cakes you've always loved. Planning a celebration? Visit our website to see all our options. We deliver in Valparaíso and Viña del Mar! #PasteleriaClasica #SaborCasero #Valpo
• •Subject: A Sweet Treat for Your Weekend? Hello [Customer Name], Remember the taste of a truly classic cake? At La Folia, we've been perfecting our recipes since 1977 to bring you that unforgettable flavor. Whether it's our rich Selva Negra or our delicate Torta de Amor, we have the perfect dessert for you. Order now for your weekend gathering! #LaFoliaPasteleria #SweetenYourDay