Brand Tone

Authentic, Heartfelt, and Traditional.

Brand Values

• •Family
• •Tradition & Craftsmanship
• •Nature & Purity
• •Authenticity & Love
• •Hard Work & Legacy

Best Practices

• •Always Lead with the "Why": Every piece of copy should connect back to the core values of family, love, and tradition. Start with the story or the emotion behind the product, not just its features.
• •Use a Personal, "We" Voice: Write as if Špela or Gregor are speaking directly to the customer. Use "we," "our," and "us" to reinforce the family-run identity and create a personal connection.
• •Emphasize Sensory and Natural Language: Use descriptive words that evoke taste, smell, and the feeling of nature. Words like "sun-ripened," "hand-picked," "fragrant," "hearth-baked," and "wholesome" align perfectly with the brand.
• •Tell Micro-Stories: In captions and descriptions, share small anecdotes. "The girls helped pick these elderflowers," or "Gregor spent all morning perfecting this bake." This makes the brand story an ongoing conversation, not a static "About Us" page.
• •Keep it Simple and Sincere: Avoid corporate jargon, overly clever marketing phrases, or complex language. The brand's strength is its authenticity, so the copy should be clear, honest, and heartfelt, reflecting the purity of the products themselves.

Social Perception

The social perception of Saint Lorenz appears to be positive. The brand is perceived as genuine, trustworthy, and committed to quality. Customers are likely drawn to the story, the natural products, and the feeling of supporting a local, family-run business. They are seen as providers of wholesome, natural products that are good for families.

Copy Examples

• •From our family's heart to your family's table. Every loaf of our sourdough is a piece of our story, baked with patience, passion, and the finest Slovenian flour. It’s more than bread; it’s a memory in the making. #SaintLorenz #Sourdough #FamilyTradition
• •Remember the taste of summer at grandma's? We’ve bottled it. Our all-natural syrups are crafted from herbs grown in our own garden. No shortcuts, no artificial flavors—just pure, simple joy. Tap to bring the taste of nature home. [Shop Now]
• •A gentle whisper of our lavender fields meets the bright spark of sun-ripened raspberries. This syrup is a love story between two of nature’s most delightful flavors. Perfect for crafting elegant cocktails, flavoring water, or drizzling over dessert. Every drop is a taste of the Slovenian countryside.
• •A Gift From Our Garden To You...
• •Hard work should taste this good. For us, every bottle and every loaf is a testament to working with our hands and our hearts. This week, enjoy a complimentary mini sourdough roll with every syrup purchase. It’s our way of sharing the love. #Artisanal #MadeWithLove #SaintLorenz