Brand Tone

elegant, passionate, and artisanal

Brand Values

• •Artisanal Craftsmanship
• •Heritage and Expertise
• •Quality and Authenticity
• •Passion
• •Ethical Sourcing

Best Practices

• •Lead with the Chef's Story: Always anchor the brand narrative in Chef Myriam’s expertise, French heritage, and personal passion. This is your strongest unique selling proposition.
• •Use Evocative, Sensory Language: Describe products with words that evoke taste, texture, and aroma (e.g., "velvety ganache," "crisp shell," "rich aroma," "delicate infusion"). This elevates the perception of quality.
• •Emphasize "Handcrafted" and "Artisanal": Consistently use terms that reinforce the non-industrial, high-skill nature of your products. Avoid corporate or mass-market jargon.
• •Highlight Ingredient Origins and Ethics: Mentioning the source of your cacao or other key ingredients reinforces values of quality, authenticity, and ethical responsibility, which resonates with modern luxury consumers.
• •Maintain a Sophisticated and Warm Tone: The voice should be elegant and professional, but also warm and inviting. Write as if the chef is personally sharing her passion with the customer.

Social Perception

The public perceives McCormick Bakery & Chocolate Factory as a high-end, specialty destination in San Miguel de Allende, an authentic culinary experience and a genuine, chef-driven establishment.

Copy Examples

• •Where French tradition meets Mexican artistry. Introducing our latest creation: the Lavender & Honey Macaron. Each shell is crisped to perfection, holding a delicate ganache infused with local lavender. A taste of passion, crafted by hand, just for you. #ArtisanPastry #ChefMyriamOMC #FrenchPatisserie #SanMigueldeAllende
• •The Art of Chocolate, Reimagined. Discover the exquisite world of Chef Myriam O. McCormick, where every bonbon is a masterpiece and every pastry tells a story. Handcrafted with passion and the finest single-origin cacao.
• •A curated journey through flavor and craft. Our Signature Truffle Collection features an assortment of our most beloved creations. From the deep, rich notes of our 70% Honduran dark chocolate to the surprising zest of our citrus-infused ganache, each truffle is a testament to our dedication to quality and ethical sourcing. The perfect gift for another or a decadent treat for yourself.
• •A Taste of Paris, Fresh from Our San Miguel Kitchen
• •Your visit to San Miguel isn't complete without a taste of true artisanal chocolate. Step into McCormick Bakery & Chocolate Factory to witness Chef Myriam's craft and indulge in award-winning French pastries and chocolates. Find us in the heart of the city for an unforgettable culinary experience. #VisitMexico #SanMiguelFood