Brand Tone

Passionate, Artisanal & Quality-Focused, Innovative, Approachable & Friendly, Confident yet Subtle (about being plant-based), Modern & Aesthetically Driven

Brand Values

• •Quality & Craftsmanship
• •Plant-Based Innovation
• •Customer Experience
• •Passion for Baking
• •Community & Local Appeal

Best Practices

• •Always Emphasize Quality and Craftsmanship: Use words like "artisanal," "handcrafted," "finest ingredients," "meticulously prepared" to reinforce the dedication to high standards.
• •Show, Don't Just Tell (About Plant-Based): While it's a key differentiator, focus on the deliciousness and appeal first, then subtly remind or educate that it's plant-based. Let the quality be the primary selling point. E.g., "Incredibly flaky, rich, and yes, 100% plant-powered."
• •Maintain a Passionate and Enthusiastic Voice: Use evocative language that conveys genuine excitement about the products and the baking process. Words like "discover," "indulge," "magic," "joy" can be effective.
• •Keep it Visually Connected: Ensure the copy complements the high-quality, appealing visuals that are a hallmark of the brand. Use descriptive language that paints a picture and engages the senses (e.g., "golden layers," "creamy filling," "freshly baked aroma").
• •Be Authentic and Transparent (Where Appropriate): Sharing parts of the baking process, ingredient sourcing (if notable), or the "why" behind the brand (as seen in the founder's story) can build trust and deepen the connection with the audience.

Social Perception

Highly Popular & Trendy, Pioneer in Plant-Based Pastry, High-Quality & Delicious, Instagrammable, Worth the Wait (for most)

Copy Examples

• •It started with a belief: plant-based shouldn't mean compromise. At SAINT-JEAN, every cruffin, croissant, and coffee is a testament to that passion. Crafted by hand, baked with heart. Discover the art of plant-based indulgence. #SaintJeanBakery #ArtisanVegan #AmsterdamEats
• •Behold the icon. Our Pistachio Cruffin isn't just a pastry; it's an experience. Layers of flaky, golden perfection, generously filled with our signature smooth pistachio crème. Pure plant-based luxury, made fresh for you daily. Have you tasted the magic? ✨ #PistachioCruffin #VeganPastry #SaintJeanMagic
• •The secret to unforgettable flavor? It's no secret, really. Just the finest plant-based ingredients, a dedication to traditional techniques (reimagined), and a whole lot of love. From our sourdough starter to the seasonal fruit in our galettes, quality is everything. 🌱 #QualityIngredients #PlantBasedPerfection #BakeryLife
• •Spring has sprung at SAINT-JEAN! 🌸 Introducing our [New Seasonal Item, e.g., Lemon & Elderflower Danish]. Bright, zesty, and bursting with the fresh taste of the season – all 100% plant-based, of course. Limited time to taste this delight! #SeasonalSpecial #VeganSpring #AmsterdamFoodie
• •Your little corner of plant-based happiness in the heart of Jordaan. Whether it's your morning coffee ritual or a weekend treat, we're here baking fresh joy just for you. Come by, say hello, and taste the passion. 🥐☕️ #SaintJeanAmsterdam #JordaanBakery #VeganTreats