Brand Tone

Sophisticated & Elegant, Approachable & Inspiring, Artisanal & Quality-Focused, Experiential & Lifestyle-Oriented

Brand Values

• •Quality & Excellence
• •Artisanship & Craft
• •Accessibility of Elegance
• •Inspiration & Discovery
• •Conviviality & Shared Experiences

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives describing the tone (e.g., sophisticated, inspiring, artisanal, approachable, knowledgeable). Provide 'do' and 'don't' examples for phrasing and word choice.
• •Prioritize "Vous" (You - formal/plural) or "Tu" (You - informal singular) Consistently: Given the French context and the desire for sophistication yet approachability, a choice needs to be made and stuck to. The website currently uses "vous," which aligns with a sophisticated yet respectful tone for a broader audience.
• •Emphasize Quality & Craftsmanship in Language: Use words like "artisanal," "curated," "exceptional," "crafted," "premium," and "discover" to reinforce the brand's values.
• •Tell a Story, Sell an Experience: Focus on the benefits beyond the product itself – the unique evenings, the joy of creation, the sophisticated lifestyle. Use evocative language that appeals to the senses and aspirations.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual identity across all platforms. Elegant visuals should be paired with refined copy; more playful visuals (like on TikTok) can have slightly more relaxed but still on-brand language.

Social Perception

Premium & Aspirational, Knowledgeable & Trustworthy Resource, Modern & Stylish

Copy Examples

• •Headline: Elevate Your Evenings: The Art of the Cocktail, Mastered at Home. Body: Discover MAISON COCKTAIL's curated selection of premium spirits and artisanal ingredients. Everything you need to transform your living room into the most exclusive cocktail lounge. Become the artisan of your soirées.
• •Social Media Post (Image: Beautifully garnished cocktail): Crafted with passion, enjoyed with pleasure. ✨ Our [Product Name] is the secret to unlocking a world of exquisite flavor. What masterpiece will you create tonight? #MaisonCocktail #ArtisanDuCocktail #HomeBar #CocktailHour
• •Product Description Snippet (for a premium gin): Distilled with a dedication to tradition and a flair for the contemporary, our [Gin Name] offers a symphony of botanicals. Perfect for a classic G&T or the heart of your next adventurous creation. Experience the soul of artisanal spirits.
• •Email Subject Line: Inspire Your Inner Mixologist with MAISON COCKTAIL. Email Body Preview: This week, we delve into the secrets behind the perfect [Cocktail Name]. Plus, explore new arrivals destined to become staples in your home bar.
• •Website Banner: MAISON COCKTAIL: Where Craftsmanship Meets Conviviality. Explore our collections and bring the art of fine cocktails home.