Brand Tone

Curated, Charming, and Local

Brand Values

• •Storytelling
• •Support for French & Local Craftsmanship
• •Versatility and Pleasure
• •Quality and Originality

Best Practices

• •Lead with the 'Why': Start copy by explaining why a product was chosen for the store. Mention the creator, the story, or the feeling it evokes. This reinforces the 'curated' and 'storytelling' values.
• •Use a Mix of 'Vous' and 'On': Employ the formal 'vous' for professional, customer-facing communication (product descriptions, policies) but switch to the more familiar 'on' (we) or 'je' (I) in social media captions or blog posts to tell the brand's personal story and create a charming, approachable feel.
• •Always Weave in the 'Local' Angle: Regularly mention 'Maroilles,' 'France,' or 'French creators.' This grounds the brand, gives it a strong identity, and appeals to customers who value provenance.
• •Embrace 'Whimsical' Language: Use words like 'charm,' 'magic,' 'treasure,' 'discover,' 'little pleasures,' and 'favorite finds.' This vocabulary aligns perfectly with the name 'Les Caprices d'Angèle' and the concept store feel.
• •Maintain a Unified Voice Across All Categories: Whether writing about a dog collar, a vase, or a bracelet, the tone must remain consistent. Frame every item as a 'caprice'—a delightful, carefully selected whim that adds a touch of joy to life.

Social Perception

A charming local boutique with a unique and tasteful selection, appealing to a broad audience seeking unique, non-mass-produced items. Perceived as authentic, with a strong physical and online presence, resonating with customers who support small businesses.

Copy Examples

• •Light up your evenings with a little magic from Maroilles. ✨ Our new collection of artisanal candles has arrived, each one telling its own story through scent. Hand-poured in France and curated just for you. Which will you choose to make your home cozier?
• •A delicate touch of gold for your everyday adventures. This piece, from a Parisian creator we adore, was chosen for its simple elegance and timeless design. It’s more than a necklace; it’s a little secret, a whim, a caprice to brighten your day.
• •A little charm from France, delivered to your door.
• •Who says your furry friend can't be chic? 😉 Discover our curated collection of stylish pet accessories at Les Caprices d'Angèle—because good taste is for the whole family. #ConceptStore #Maroilles #PetLovers
• •Welcome to Les Caprices d'Angèle: A curated selection of beautiful things for you, your home, and your loved ones. Discover stories from the heart of France.