Brand Tone

Passionate, sophisticated, patriotic, educational yet not elitist, celebratory of French culture and craftsmanship, evocative, appreciative of heritage, aesthetics, and the joy of shared experiences, friendly, and engaging, aiming to create a community of "bons vivants."

Brand Values

• •Heritage & Patriotism
• •Quality & Craftsmanship
• •Aesthetics & Design
• •Passion & Conviviality
• •Sustainability

Best Practices

• •Embrace "Le Storytelling du Terroir": Always connect the product to the story of a place. Don't just sell a map of Champagne; sell the story of its rolling hills, its cellars, and its celebratory spirit. Use evocative language that speaks to history, land, and tradition.
• •Use a Patriotic & Passionate Vocabulary: Consistently use words like "heritage," "terroir," "passion," "savoir-faire," "celebrate," and "Made in France." This reinforces the brand's core values and builds a strong, recognizable identity.
• •Speak to the "Bon Vivant": Frame the copy around the customer's identity as a person who appreciates the finer things in life—good wine, good food, good company, and beautiful design. Make them feel part of an exclusive club of connoisseurs.
• •Highlight Quality and Sustainability: In every appropriate message (product pages, about section, ads), mention the "100% French" craftsmanship and the use of eco-responsible paper. These are key differentiators that justify a premium perception.
• •Engage with Questions: Foster a sense of community by asking questions in social media captions and emails. "Which region is your heart set on?", "What's your favorite pairing for a Burgundy red?" This invites interaction and makes the brand feel more like a shared passion than a faceless store.

Social Perception

The public and customers perceive Les Routes du Vin as a premium, trustworthy brand that offers unique and high-quality decorative items. It is seen as the go-to source for tasteful gifts for wine and food lovers. The brand has successfully cultivated an image of a small business that is passionate about its products and dedicated to customer satisfaction. The emphasis on French production and eco-responsibility resonates well with consumers seeking authentic and sustainable products.

Copy Examples

• •Bordeaux is more than a region; it's a promise of discovery in every glass. Our detailed map is a tribute to its legendary châteaux and storied appellations. Where does your next tasting journey take you? Tag a fellow explorer who needs this on their wall. #LesRoutesDuVin #Bordeaux #MadeInFrance #WineArt
• •Fromage & Passion: Discover Our New Map of French Cheeses!
• •The Perfect Gift for the Bon Vivant in Your Life. Celebrate French heritage this season. Our artful maps of wine and spirits are crafted with passion, 100% in France. Order by Dec. 15th for guaranteed delivery.
• •Adorn Your Walls with French Terroir. Your passion for wine is an art. Shouldn't your walls reflect it? Les Routes du Vin offers beautifully designed posters celebrating France's iconic wine regions. Printed on eco-friendly paper and 100% French-made. Elevate your decor. Shop the Collection
• •From Chablis to the Mâconnais, Burgundy is a land of legends, whispered from vine to vine. This map is not just paper and ink; it is an invitation to trace the hallowed routes of Pinot Noir and Chardonnay. A piece of French soul, designed and printed in France, to bring the spirit of Burgundy's 'climats' into your home. The perfect centerpiece for any wine lover's collection.