Brand Tone

Elegant & Refined, Authentic & Passionate, Accessible Luxury, Playful & Engaging, Quality-Focused

Brand Values

• •Quality
• •Authenticity
• •Customer Experience
• •Family & Heritage
• •Innovation & Creativity
• •Sustainability

Best Practices

• •Maintain Elegance in Visuals and Language: Use high-quality imagery and refined language that reflects the premium nature of the products. Avoid overly casual slang unless it's part of a specific, targeted campaign (like the playful tone for the festival).
• •Emphasize Freshness and Quality: Consistently highlight the daily handmade aspect and the use of premium ingredients in product descriptions, social media posts, and all communications.
• •Weave in the Heritage Story: Subtly remind customers of the French tradition and the family passion behind the brand. This adds depth and authenticity.
• •Balance Tradition with Modern Appeal: While rooted in classic French techniques, showcase innovation through new flavors, seasonal specials, and engaging digital content.
• •Be Approachable and Welcoming: Even as a luxury brand, ensure the tone invites customers to experience a "little moment of joy" without being intimidating. Focus on the pleasure and experience of enjoying fine pastries.

Social Perception

High-Quality Patisserie, Signature Treats, Premium but Accessible, Innovative and Engaging, Local Favorite with International Ambition

Copy Examples

• •Paul Lafayet: Experience a little taste of French paradise, handcrafted daily.
• •Meet Brû Brû! 🎉 Our adorable Crème Brûlée mascot is here to make our annual festival sweeter than ever! Grab your half-price vouchers and a chance to win exclusive Brû Brû merch. Let's create some sweet moments together!
• •Discover the art of the French macaron. Perfectly crisp shells give way to a sumptuously velvety filling. Freshly made each day with the finest ingredients, it's an authentic taste of Paris, right here in Hong Kong.
• •Born from a family's love for authentic French patisserie, Paul Lafayet was created to share the joy of exquisite, handcrafted desserts. Every bite tells a story of tradition and passion.
• •Love our Crème Brûlée? Love the planet! 💚 Return 8 of our signature ceramic pots and enjoy another delicious Crème Brûlée on us. It's our way of making indulgence a little more sustainable.