Brand Tone

Authentic & Artisanal, Heritage-Rich & Timeless, Passionate & Knowledgeable, Sophisticated & Understated, Community-Oriented

Brand Values

• •Quality
• •Tradition & Savoir-Faire
• •Authenticity
• •"Retro-innovation"
• •Sustainability & Responsibility
• •Sharing & Connection
• •Nourishment (Body & Spirit)

Best Practices

• •Embrace Storytelling: Weave in the rich history, the family legacy, and the journey of the ingredients. Poilâne isn't just selling bread; it's sharing a piece of Parisian culinary heritage.
• •Prioritize Sensory Language: Describe the aroma, texture, crust, and crumb. Appeal to the senses to evoke the experience of enjoying Poilâne products.
• •Highlight Artisanship and Savoir-Faire: Emphasize terms like "handmade," "wood-fired ovens," "natural leaven," "stone-ground flour," and the skill of the "compagnons boulangers" (master bakers).
• •Maintain an Educated yet Accessible Voice: Share knowledge about the benefits of sourdough, the importance of quality ingredients, or the nuances of their baking process in a way that is informative but not alienating.
• •Be Consistent Across Platforms, Adapt for Nuance: While the core tone remains the same, adapt the expression for different channels. Instagram might be more visual and evocative, TikTok more playful and authentic, while LinkedIn remains professional and informative. Ensure the core values of quality, tradition, and authenticity shine through regardless of the platform.

Social Perception

Iconic & Legendary, High-Quality & Premium, Authentic Parisian Experience, Resilient & Enduring, Globally Recognized

Copy Examples

• •Headline: Poilâne: A Tradition Baked Fresh Since 1932. Body: "For nearly a century, our hands have shaped more than just dough; they've kneaded a legacy. Discover the enduring taste of authentic Parisian sourdough, crafted with the same passion and premium, natural ingredients as it was by our grandfather, Pierre Poilâne. Taste the history."
• •Social Media Post (Image: Close-up of a miche Poilâne crust): "The crackle of the crust, the aroma of wild yeast, the deep, nourishing flavor. This isn't just bread; it's an experience. Our signature miche Poilâne, slow-fermented and baked in our wood-fired ovens daily. Experience the art of true sourdough. #Poilâne #Sourdough #ArtisanBakery #ParisianHeritage #RealBread"
• •Product Description (for Punitions® shortbread cookies): "A beloved Poilâne tradition, our Punitions® are deceptively simple butter cookies that offer a moment of pure, crumbly delight. Made with the finest ingredients, they are a testament to our belief that quality speaks for itself. So good, they're 'punishingly' addictive."
• •Website "About Us" Snippet: "At Poilâne, 'retro-innovation' is our guiding philosophy. We honor nearly a century of artisanal baking by meticulously preserving the time-honored techniques of our founder, while thoughtfully embracing advancements that enhance our craft. It's how we continue to share the true taste of bread, from our family to yours."
• •Email Subject Line: Rediscover the Soul of Bread. Email Body Snippet: "In a world of fleeting trends, Poilâne remains a constant – a commitment to authentic flavor, time-honored craftsmanship, and the simple joy of sharing good bread. Explore our cherished collection, from the iconic miche to our delightful pastries, all baked with heart and history."