Brand Tone

Authentic & Passionate, Welcoming & Friendly, Elegant & Artisanal, Indulgent & Appealing, Community-Focused, Slightly Playful

Brand Values

• •Authenticity
• •Quality
• •Passion
• •Customer Experience
• •Community
• •Tradition (with a modern touch)

Best Practices

• •Embrace "Authentic French" Warmth: Consistently use language that evokes the charm and tradition of French baking (e.g., "bonjour," "magnifique," "délicieux," "artisanale"). Balance this with a friendly, approachable tone that makes everyone feel welcome, avoiding overly exclusive or intimidating language.
• •Focus on Sensory Details & Passion: Describe the taste, texture, aroma, and appearance of products vividly to make them irresistible. Convey the passion behind the baking – it's not just food, it's an art form and a piece of shared culture.
• •Be Community-Centric and Appreciative: Regularly acknowledge and engage with the local community in your copy. Express gratitude to customers and highlight the joy of being a local Richmond establishment.
• •Maintain Visual & Verbal Cohesion: Ensure the tone of the copy aligns with the visual style. For instance, elegant photos on Instagram should be paired with equally refined (yet welcoming) captions. The playful tone on TikTok can be more informal but should still reflect the core values of quality and French inspiration.
• •Develop a Brand Voice Guide: Create a simple internal guide outlining key brand vocabulary, "do's and don'ts" for tone, and examples of on-brand messaging. This will help ensure consistency across all team members who may be involved in content creation or customer communication.

Social Perception

Highly Positive, Authentic French Experience, Go-To for Quality Pastries, Value for Money, Welcoming Local Gem

Copy Examples

• •Instagram Post (Image of a fresh croissant): "Bonjour, Richmond! Start your day the Parisian way. Our flaky, buttery croissants are baked fresh with love and tradition, ready to transport you to a little corner of France. Venez nous voir! #AlmostFrench #AuthenticPatisserie #RichmondBakery #FreshlyBaked #ParisianVibes"
• •Facebook Ad (Carousel of different pastries): "Escape to Almost French Patisserie! ✨ From delicate éclairs to rich, savoury quiches, each bite is a testament to our passion for authentic French baking. Made with the finest ingredients and a sprinkle of Parisian magic. What will be your new favourite? See our menu & visit us on Swan Street! #FrenchPastry #MelbourneFoodie #SupportLocalRichmond #ArtisanBakery #SweetTreats"
• •Website Homepage Banner: "Almost French Patisserie: Your Slice of Paris in Richmond. Experience the authentic taste of France with our handcrafted pastries, cakes, and savouries, all made with passion and the finest ingredients. Welcome to our family."
• •TikTok Video Caption (Fast-paced video of cake decorating): "Watch the magic happen! 🍰✨ Our talented pâtissiers crafting your next celebration cake. Sweet, delightful, and oh-so-French! Order yours today! #CakeArt #PatisserieMagic #AlmostFrenchRichmond #BehindTheScenes #Yummy"
• •Local Flyer/Ad: "Bonjour, Neighbours! Almost French Patisserie invites you to indulge in a truly authentic French experience. Savour our award-winning croissants, exquisite cakes, and heartwarming savouries, all lovingly made in the heart of Richmond. Your daily dose of delicious awaits at 138 Swan Street!"