Brand Tone

Sophisticated Casual

Brand Values

• •Quality and Excellence
• •European Tradition & Heritage
• •Convenience for the Modern Professional
• •Curated Experience

Best Practices

• •Use Elevated Vocabulary Sparingly: Employ words like "provedore," "artisanal," "curated," and "European-inspired" to signal quality, but balance them with clear, direct language like "grab-and-go," "daily special," and "workday lunch" to maintain approachability.
• •Lead with Quality, Follow with Convenience: Always frame the product's primary benefit as its exceptional quality, taste, or ingredients. Its convenience is the secondary benefit that makes this quality accessible.
• •Maintain a Consistent Visual Identity: Use high-quality, slightly moody photography that reflects the "dark timbers, mosaics, and stone" of the physical location. This visual consistency reinforces the "sophisticated casual" tone.
• •Embrace the French Influence: Casually use French terms where appropriate ("Bienvenue," "Roll du Jour," menu item names) to reinforce brand heritage, but don't overdo it to the point of being alienating.
• •Tell the Story of the Products: In social media and marketing, briefly highlight the origin or quality of an ingredient (e.g., "sardines from Portugal," "Mount Zero olives"). This demonstrates the value of "curation" and reinforces the brand's commitment to excellence.

Social Perception

Le Shoppe is perceived by the public and media as a premium, reliable, and stylish destination for daytime fare in Melbourne's CBD. It is seen as a way to access the quality of a high-end restaurant group without the time commitment or formality of a full-service dining experience. The association with Scott Pickett lends it immediate credibility and prestige. It is considered a go-to for professionals looking for a lunch that is a "few notches" above the standard takeaway.

Copy Examples

• •Your workday lunch, elevated. Today’s Roll du Jour features succulent veal schnitzel with a caper and dill remoulade on freshly baked ciabatta. Don’t settle for the usual. Swing by Little Collins St and treat yourself to something exceptional. #LeShoppe #RollDuJour #MelbourneCBD
• •Elevate Your Daily Grind. Le Shoppe by Chancery Lane brings European tradition to your workday. From expertly brewed morning coffee to gourmet grab-and-go lunches, we provide quality you can taste. Visit us at 430 Little Collins St. #MelbourneEats #CorporateCatering #ParisianVibes
• •Fine Foods for the Working Week. A European-inspired provedore by Scott Pickett.
• •Stock your pantry with the finest. Our curated selection of local and imported goods is perfect for elevating your home cooking or finding the perfect gift. #Provedore #GourmetFoods #LeShoppeMelbourne
• •Impress at Your Next Meeting. Let Le Shoppe cater your next corporate breakfast or luncheon. Our European-inspired platters, fresh salads, and artisanal sandwiches bring the quality of a Scott Pickett restaurant directly to your office. View our catering menu and place your order today for an effortlessly sophisticated event. #CorporateCateringMelbourne #LeShoppe