Brand Tone

Authentic & Traditional, Passionate & Artisanal, Elegant & Charming, Warm & Welcoming, Proudly Neapolitan, Innovative within Tradition, Inclusive & Considerate

Brand Values

• •Tradition
• •Quality
• •Family
• •Authenticity
• •Innovation
• •Passion
• •Customer Delight
• •Inclusivity

Best Practices

• •Embrace Heritage Storytelling: Consistently weave the brand's rich history, family legacy, and connection to Neapolitan traditions into communications across all platforms. This reinforces authenticity and emotional connection.
• •Showcase Artisanal Quality Visually and Verbally: Use high-quality imagery and descriptive language that highlights the craftsmanship, fresh ingredients, and the 'love' that goes into making each product.
• •Maintain a Warm and Inclusive Voice: Whether responding to comments online or crafting campaign messages, ensure the tone is welcoming, friendly, and (where appropriate) inclusive of all customers, including those with dietary needs.
• •Balance Tradition with Modern Appeal: While tradition is core, present it in a way that resonates with contemporary audiences. Utilize modern social media trends (like on TikTok and Instagram Reels) to showcase products in a fresh, engaging manner, just as the brand is already doing.
• •Be Consistent with Visual Branding: Continue to leverage the strong visual identity (polka dots, color scheme) across all touchpoints – from packaging and store design to website and social media graphics – to ensure immediate brand recognition and reinforce its charming, elegant aesthetic.

Social Perception

Leopoldo Infante is widely regarded as a landmark in Naples for traditional pastries and taralli. Customers appreciate the authenticity and the wide selection of classic Neapolitan sweets. The gluten-free store is a significant point of positive perception, lauded for its extensive variety and quality, offering a rare treat for those with celiac disease or gluten intolerance. The brand's expansion is generally viewed positively, as it makes Neapolitan specialties accessible to a broader audience. The distinctive visual identity, especially the polka-dot packaging, is well-recognized and contributes to its charm. However, there is a segment of customer feedback that points to areas for improvement, particularly regarding service speed and staff demeanor at times. Pricing, especially the difference between takeaway and eat-in, is also a point of contention for some customers.

Copy Examples

• •Headline: Taste the Heart of Naples. Since 1940. Body: From our family to yours, Leopoldo Infante has been crafting authentic Neapolitan pastries for generations. Discover the tradition in every bite, from our iconic taralli to the rich embrace of a freshly baked babà. True Neapolitan passion, made with love. #LeopoldoInfante #NapoliTradition #Since1940
• •Headline: Sweet Moments, Shared. The Leopoldo Infante Experience. Body: Life is made of moments. Make them sweeter with Leopoldo Infante. Whether it's a morning coffee with a crisp sfogliatella or a celebration cake shared with loved ones, we're here to add a touch of Neapolitan joy.
• •Headline: Everyone Deserves a Treat! Discover Our Gluten-Free Paradise. Body: At Leopoldo Infante, we believe deliciousness should be for everyone. That's why our dedicated gluten-free pasticceria offers all your Neapolitan favorites, crafted with the same passion and quality. Indulge without compromise! #LeopoldoGlutenFree #InclusiveTreats #NapoliForAll
• •Headline: Not Just Pastries, It's a Piece of Naples. Body: Each creation at Leopoldo Infante tells a story of Neapolitan heritage, artisanal skill, and the finest local ingredients. Take home more than a dessert; take home an authentic taste of our beloved city. #ProudlyNeapolitan #ArtisanalPastry #TasteOfNaples
• •Headline: Tradition, Reimagined. Innovation by Leopoldo Infante. Body: While we cherish our historic recipes, we also love to surprise your palate! From new tarallo flavors to contemporary cake designs and our beloved Casa Infante gelato creations, experience the exciting evolution of Neapolitan taste. #LeopoldoInnovates #ModernTradition #NeapolitanEvolution