Brand Tone

Inspiring & Creative, Helpful & Educational, Approachable & Friendly, Quality-Conscious & Professional

Brand Values

• •Quality & Durability
• •Creativity & Aesthetics
• •Eco-consciousness & Local Production
• •Community & Support
• •Accessibility & Empowerment

Best Practices

• •Prioritize a Helpful & Educational Voice: Always aim to provide value, whether it's a photography tip, insight into product use, or creative inspiration. Frame copy around how the products help the user achieve better results.
• •Emphasize Quality & French Craftsmanship: Consistently weave in the "Made in France," "eco-friendly," and high-quality aspects of the backdrops, as these are key differentiators and align with brand values.
• •Maintain an Approachable and Inspiring Style: Use welcoming language. Share success stories or beautiful examples from the community (with permission) to inspire and show what’s possible. Keep the tone encouraging.
• •Be Visually Descriptive: Since the products are visual tools, use language that evokes imagery, texture, and the impact the backdrops can have on a photo (e.g., "smooth matte finish," "vibrant colors," "create a rustic charm").
• •Incorporate a Personal Touch (where appropriate): Continue leveraging Justine’s expertise and presence. Phrases like "A tip from Justine..." or sharing insights from her own photography journey can reinforce the friendly, expert-led feel of the brand.

Social Perception

Positive, Resourceful, Trustworthy, Inspiring

Copy Examples

• •Headline (Website/Social Media): "Unlock Your Creative Vision. ✨ Discover our French-made, eco-friendly backdrops and transform your food & product photography today!"
• •Instagram Post Caption: "Struggling to find that perfect, non-reflective surface for your flat lays? Our matte vinyl backdrops are here to help! Washable, durable, and oh-so-chic. P.S. Check our stories for a quick tip on lighting this setup! #foodphotography #productphotography #photobackdrops #madeinfrance"
• •Product Description Snippet: "Crafted with passion in France, each Pastryandtravel backdrop is more than just a surface – it's a canvas for your creativity. Made with eco-responsible inks and designed to last, so you can focus on what you do best: creating stunning visuals."
• •Email Newsletter Subject: "New Collection Drop + 3 Pro Tips for Dreamy Food Photos! 🥐📸"
• •Facebook Ad Copy: "Tired of distracting backgrounds ruining your product shots? Elevate your brand with Pastryandtravel's professional, easy-to-clean backdrops. Loved by photographers and creators across France. Learn more & shop our eco-friendly range!"