Brand Tone

Elegant & Passionate

Brand Values

• •Authenticity & Tradition
• •Quality & Artisanship
• •Passion
• •Elegance

Best Practices

• •Lead with Passion and Expertise: Always frame descriptions around the skill, tradition, and love for the craft. Use words like "handcrafted," "artisanal," "savoir-faire," and "passion" to reinforce your core values.
• •Use Evocative, Sensory Language: Describe the taste, texture, and aroma of your products. Words like "silky," "crisp," "delicate," "rich," "buttery," and "velvety" create a more tempting and premium experience for the reader.
• •Maintain an Elegant Voice: Avoid slang, overly casual abbreviations, or excessive emoji use. Your language should mirror the elegance of your pastries. Politeness and professionalism in community interactions are key.
• •Tell the Story: Weave elements of your brand's origin—the French founders, their training, their commitment to quality—into your copy where appropriate. This builds authenticity and distinguishes you from competitors.
• •Be Consistently Bilingual (where appropriate): Continue the practice of providing copy in both French and English on social platforms to respectfully serve your entire Montreal community. This reflects an understanding and appreciation of your local environment.

Social Perception

Authentic & High-Quality

Copy Examples

• •Behold the 'Royal Praliné'. A delicate dance of hazelnut dacquoise, crisp praliné feuilletine, and a silky chocolate crémeux. Each layer is a testament to our passion for texture and taste. A moment of pure, handcrafted indulgence awaits. #PatisserieLeCaramel #FrenchPastry #Montreal #Gateau #Artisan
• •The Art of Celebration. Discover our exclusive holiday collection, crafted with traditional French savoir-faire and the finest seasonal ingredients. Elevate your gatherings with a touch of Le Caramel elegance.
• •Your morning ritual, perfected. The buttery, flaky layers of our croissants are a labour of love, freshly baked each day. Experience a true taste of Paris, right here in Montreal. Visit us on Rue de la Commune. #LeCaramelMTL #Croissant #Viennoiserie #MontrealFood
• •Our signature 'Fleur de Sel' Caramel. We slowly cook pure cane sugar to a deep amber before blending it with rich cream and a hint of hand-harvested sea salt. The result is a velvety, balanced caramel that is perfect for drizzling, spreading, or enjoying by the spoonful. It’s our heart, in a jar.
• •The final touch. Passion and precision go into every creation here at Le Caramel. ✨ #Patisserie #SavoirFaire #MontrealEats #BTS