Brand Tone

Authentic, Knowledgeable, and Traditional

Brand Values

• •Heritage and Tradition
• •Quality and Curation
• •Efficacy and Simplicity
• •Customer-Centricity
• •Fair Pricing

Best Practices

• •Lead with Heritage: Always anchor the brand's story in its long history. Use phrases like "Since 1920," "A family tradition," or "Time-tested" to reinforce its legacy of trust and expertise.
• •Speak Plainly and Authoritatively: Use clear, direct, and informative language. Avoid overly promotional or trendy slang. The tone should be that of a knowledgeable and helpful shopkeeper, not a corporate marketer.
• •Emphasize 'Why' Over 'What': Instead of just listing product features, explain why a product was chosen for the store. Focus on its quality, natural ingredients, effectiveness, or the tradition behind it. This reinforces the brand's role as a curator.
• •Use a Warm and Respectful Voice: The communication should feel personal and welcoming. Address the customer directly and respectfully, mirroring the in-store experience where good advice and friendly service are key.
• •Maintain Visual and Textual Harmony: Ensure that the traditional, authentic, and simple ethos is reflected in all visuals. Use imagery that evokes quality, natural materials, and heritage. The text and visuals should work together to tell a cohesive story of trust and simplicity.

Social Perception

The public and its customers perceive LE BON SAVON and Droguerie Legrand as an authentic and reliable institution. It is seen as a "droguerie comme on les aime" (a drugstore as we love them), evoking a sense of nostalgia combined with modern eco-consciousness. Customers appreciate the high-quality, often natural products and the expert advice they receive, which they consider a valuable part of the shopping experience. The brand is respected for preserving the values of a traditional French "droguerie" while making its curated selection accessible to a wider audience online.

Copy Examples

• •Some things are classic for a reason. For over 120 years, Marius Fabre has crafted soap with just four ingredients, the traditional way. It’s the simple, effective, and gentle choice for your skin and your home. A piece of heritage, curated by our family for yours. #LeBonSavon #MariusFabre #SavonDeMarseille #Tradition
• •Rediscover Timeless Remedies for Modern Living.
• •The wisdom of a traditional French druggist, delivered to your door. Quality, tradition, and care since 1920.
• •Tired of plastic bottles and harsh chemicals? This solid shampoo from Clémence & Vivien is your return to simplicity. Enriched with natural clays and essential oils, it cleanses gently and effectively, leaving your hair soft and healthy. It's the kind of smart, simple, and eco-conscious choice we’ve championed at Droguerie Legrand for generations.
• •Headline: Quality That Stands the Test of Time. Body: For over 100 years, our family has selected the best traditional hygiene products for yours. Discover our curated collection of soaps, solid shampoos, and natural home essentials at LE BON SAVON. Shop with confidence.