Brand Tone

Welcoming, Educational, and Passionately Eco-conscious

Brand Values

• •Zero Waste & Sustainability
• •Local & Responsible Sourcing
• •Community & Connection
• •Quality & "Gourmandise"
• •Accessibility

Best Practices

• •Always connect the product or announcement back to the brand's core values. Don't just sell lentils; sell the experience of a locally-sourced, waste-free, healthy meal. Explain why it matters.
• •Consistently feature the stories, faces, and names of the local farmers and artisans behind the products. This builds transparency, reinforces the "local" value, and creates an emotional connection.
• •Write as if you are in a conversation. Use "we" to talk about the store and its mission, and address the customer directly with "you." Phrases like "Join us," "Let us help you," and "Your journey" make the brand feel like a supportive partner.
• •Frame the zero-waste lifestyle not as a sacrifice, but as a positive, empowering, and delicious choice. Use encouraging and optimistic language instead of guilt-based messaging.
• •Share tips, recipes, and "how-to" guides in a friendly, accessible way. The goal is to be a helpful resource that empowers customers to make changes at their own pace, reinforcing the brand's role as a knowledgeable and non-judgmental guide.

Social Perception

Overwhelmingly positive, positioning it as a valued community asset; seen as a pioneer in the local zero-waste movement, a friendly and knowledgeable hub, more than just a store, and a source of high-quality, trusted products.

Copy Examples

• •Meet the hands that make your dinner! We're so excited to welcome the beautiful, bronze-die pasta from 'Le Champ Doré,' made just 30km from our shop. Every twist and shell is crafted with local wheat and a passion you can taste. Bring your jars and get a taste of true local flavor. #LePoidsGourmand #LocalProducer #ZeroWaste #PastaArtigianale #EatLocal
• •Your Zero-Waste Journey Starts Here. Feeling curious but not sure where to begin? We've gathered our simplest, most-loved swaps to make your first step an easy and joyful one. Let's do it together!
• •Psst... Our Local Strawberry Producer Has a Surprise For You! 🍓
• •Simple, hearty, and locally grown. Perfect for a warming soup or a fresh summer salad. Scoop as little or as much as you need—no bag required! Need a recipe idea? Just ask us!
• •Le Poids Gourmand was born from a simple idea: what if shopping could be good for us, for our community, and for our planet? We're more than just a bulk grocery store; we are a meeting place for those who believe in a more sustainable future. A place to fill your jars, share a cup of tea, and learn a new skill. Every product on our shelves is chosen with care, prioritizing local artisans and organic quality, so you can eat well and live well.