Brand Tone

Elegant & Refined, Artisanal & Passionate, Appreciative & Warm, Confident & Authoritative, Descriptive & Evocative

Brand Values

• •Quality: Uncompromising commitment to the finest ingredients and end-product.
• •Craftsmanship: Emphasis on traditional European techniques, skill, and meticulous attention to detail.
• •Artistry: Viewing chocolate and pastry creation as an art form, focusing on beauty and aesthetic appeal.
• •Excellence: Striving to be the best, reflected in awards and reputation.
• •Passion: Genuine love for the craft, driven by Chef Thomas Haas's vision and dedication.
• •Customer Delight: Creating memorable and joyful experiences for customers through exceptional products.

Best Practices

• •Emphasize Craftsmanship & Artistry: Consistently use terms like handcrafted, artisanal, meticulously prepared, artistry, designed, and masterpiece to highlight the skill involved.
• •Showcase Premium Ingredients: When appropriate, briefly mention the quality or origin of key ingredients (e.g., finest couverture chocolate, fresh local berries, Madagascar vanilla bean) to reinforce the value.
• •Use Evocative & Sensory Language: Appeal to the senses. Describe textures (velvety smooth, crisp), tastes (rich dark chocolate, delicate notes of citrus), and aromas to make the copy more enticing.
• •Maintain an Elegant & Refined Voice: Avoid overly casual language, slang, or excessive emojis. Keep the language polished, clear, and sophisticated, reflecting the premium nature of the brand.
• •Subtly Weave in the Chef's Legacy: Remind the audience of the expertise and passion behind the brand by mentioning Chef Thomas Haas or the European tradition where appropriate, reinforcing authenticity and authority.

Social Perception

Thomas Haas Chocolates is widely perceived as a premium, luxury brand. It's considered a go-to for high-quality, artisanal chocolates and pastries, especially for gifts and special occasions. Customers associate the brand with exceptional taste, beautiful presentation, and reliable quality. Chef Thomas Haas himself lends considerable credibility and prestige to the brand. It's seen as an indulgent treat and an experience rather than just a product. There's a strong sense of trust and loyalty among its customer base. The price point is understood to reflect the superior quality and craftsmanship.

Copy Examples

• •Experience the artistry of pure indulgence. Introducing our new [Collection Name], meticulously handcrafted by Chef Thomas Haas and his team. Each piece, a symphony of exquisite flavours and textures, awaits. Discover your new temptation.
• •Celebrate the season's finest. Our [Seasonal Pastry Name] captures the essence of [Season/Key Ingredient], baked fresh with passion and the highest quality ingredients. A fleeting delight, not to be missed.
• •The pursuit of perfection, in every chocolate, every pastry, every day. At Thomas Haas, craftsmanship isn't just a word; it's our promise. What Thomas Haas creation are you dreaming of today?
• •Elegance, exquisitely wrapped. A Thomas Haas gift is more than chocolate; it's a statement of refined taste and heartfelt appreciation. Explore our curated collections for a truly memorable gesture.
• •From bean to bar, from farm to our atelier, we select only the world's finest ingredients. Because exceptional chocolate and pastry begin with an unwavering commitment to quality. Taste the difference passion makes.