Brand Tone

Warm & Welcoming, Artisanal & Quality-Focused, Modern & Fresh, Approachable & Friendly, Transparent

Brand Values

• •Quality
• •Tradition
• •Guest Experience
• •Freshness
• •Growth & Innovation
• •Community & "Fika" Culture
• •Sustainability

Best Practices

• •Emphasize Craftsmanship & Quality: Use words like "handcrafted," "artisanal," "freshly baked," "natural ingredients," and "traditional methods" to reinforce the commitment to quality.
• •Maintain a Warm and Inviting Voice: Use welcoming language. Phrases like "your daily pause," "cozy corner," "feel at home," and "share a moment" can help create an inviting atmosphere.
• •Highlight the "Fika" & Community Aspect: Connect with the cultural significance of "fika." Use copy that encourages sharing, meeting, and enjoying moments together.
• •Be Modern and Engaging (especially on social media): Use clear, concise language. On platforms like TikTok and Instagram, lean into visually driven storytelling and use a slightly more playful and energetic tone when appropriate, while still aligning with the core values of quality and warmth.
• •Address Concerns Transparently and Positively: If addressing issues (like the food safety concerns), maintain a respectful, responsible, and proactive tone, reassuring customers of the commitment to quality and improvement. Focus on solutions and a forward-looking perspective.

Social Perception

Generally seen as a provider of tasty, high-quality baked goods, especially their buns and bread. The salad bars are also popular. Many appreciate the availability of vegan options. Recognized as a chain with a strong local presence in city centers.

Copy Examples

• •Headline: Your Daily Dose of Handcrafted Happiness. Body: From the first crackle of our freshly baked sourdough to the last crumb of our iconic cinnamon buns, Bröd & Salt is where quality ingredients and timeless tradition meet. Step in and make your day a little more delicious. #SwedishFika #ArtisanBakery
• •Headline: More Than Just Coffee. It's Your Moment. Body: Whether it's a morning pick-me-up, a vibrant lunch from our fresh salad bar, or a cozy fika with friends, find your space and savor the flavor at Bröd & Salt. Crafted with care, served with a smile. #BrödOchSalt #StockholmCafé
• •Headline: Taste the Tradition. Feel the Freshness. Body: We bake with love, using natural ingredients and time-honored recipes. From our signature breads to delightful pastries, experience the authentic taste of Sweden, right here in your neighborhood. Vegan options available! #HandcraftedGoodness #SupportLocalish
• •Headline: Your Office Away From The Office. (For Co-working) Body: Need a change of scenery? Our co-working spaces offer the perfect blend of freshly baked inspiration and a productive atmosphere. Fuel your workday with great coffee, delicious treats, and seamless WiFi. #CoworkingStockholm #BrödAndSaltWorks
• •Headline: Sweet Swirls & Savory Bites. What’s Your Crave? Body: Dive into our famous cardamom buns, build your dream salad, or grab a hearty sourdough sandwich. At Bröd & Salt, every bite is a fresh adventure. Come find your new favorite! #EatLocal #FreshlyBaked