Brand Tone

Artisanal and Premium, Adventurous and Historic, Gastronomic and Refined, Authentic and Rooted.

Brand Values

• •Quality and Craftsmanship
• •Heritage and Terroir
• •Innovation
• •Strategic Partnership
• •Authenticity

Best Practices

• •Embrace the Duality: Always balance the "artisanal/premium" with the "adventurous/rebellious." Use refined language to describe a product with a wild, historic soul.
• •Anchor the Story in "Nice": Consistently reference the French Riviera, Nice, Grasse, and the Mediterranean. This "terroir" is your unique selling proposition and grounds the brand in authenticity.
• •Focus on Gastronomy: Write for a sophisticated palate. Instead of saying "tastes good," describe the specific flavor notes (e.g., "notes of almond and vanilla," "a deep black dress and a balance between greed and originality"). Suggest pairings and uses in cocktails to position the brand as a culinary ingredient.
• •Use the "Atelier" and "Artisanal" Language: Continuously reinforce the handmade, small-batch nature of the products. Words like "Atelier," "Artisanal," "Crafted," and "Independent Producer" should be staples in your vocabulary.
• •Maintain a Confident and Slightly Mysterious Tone: The copy should be confident, not arrogant. Hint at the brand's rebellious history ("Kill-Devil") without being cliché. Let the quality and unique nature of the product speak for itself.

Social Perception

The public perceives tuediable.com as a premium and authentic artisanal spirits brand from Nice. It is viewed as a local gem and a high-quality producer worthy of being featured in fine dining establishments. The brand's collaborations and expansion plans into the US market suggest it is seen as successful, innovative, and growing.

Copy Examples

• •Forget what you know about rum. Our Tue Diable Olive is a journey in a glass, born from a partnership with the historic perfume houses of Grasse. A savory, complex spirit that elevates the cocktail into an art form. This is the authentic taste of the French Riviera. #Tuediable #ArtisanalRum #CraftSpirits #NiceFrance #CocktailHour
• •Taste the Spirit of Rebellion. Tue Diable: Artisanal rums and gins forged on the French Riviera. Crafted for the adventurous palate.
• •Crafted for moments of deep reflection. Our Tue Diable Fumé is a rum-based spirit with a character defined by fire. By burning the oak casks, we caramelize the natural sugars within the wood, unlocking profound flavors of burnt oak and rich caramel. This is not just a spirit; it is an experience. Exclusive, bold, and unforgettable.
• •A Taste of the Forbidden | Discover Tue Diable
• •Your Bar is Missing Its Soul. Tired of mass-produced spirits? Atelier Tue Diable crafts rum and gin with the heart of the French Riviera. From our classic rum aged for 6 years under the Nice sun to our audacious basil-infused gin, every bottle tells a story of craftsmanship and terroir. Elevate your collection. #DrinkDifferently