Brand Tone

Confident, Passionate, and Unpretentious

Brand Values

• •Artisanal Quality
• •Ingredient Integrity & Sustainability
• •Community Hub
• •Authenticity

Best Practices

• •Use Short, Confident Sentences: State the quality of the product directly and with assurance. Let the product be the hero.
• •Focus on the 'Why' Not Just the 'What': Tell the story behind the product, e.g., 'Our sourdough ferments for 24 hours because time is an ingredient you can't fake.'
• •Emphasize a 'No-Compromise' Attitude: Use language that reinforces the commitment to quality and craft like 'The only way' or 'Done right'.
• •Speak with Passion for the Craft: Incorporate words like 'handmade,' 'passion,' 'craft,' and 'pride' to connect customers to the artisanal nature of the work.
• •Maintain a Humble, Inclusive Tone: While confident, ensure the brand feels welcoming using simple, unpretentious language like 'Just good stuff'.

Social Perception

Bageriet Bak is perceived as a high-end, artisanal bakery that delivers exceptional quality without being arrogant. Customers and critics alike view it as a top-tier destination in Stockholm for baked goods. It is seen as a beloved local institution that has significantly contributed to its neighborhood's vibrancy. The brand is respected for its craft, its high-quality ingredients, and for creating a genuinely welcoming and diverse atmosphere.

Copy Examples

• •It takes time. It takes craft. It's worth it. Just good stuff.
• •Better breakfast for your business. We deliver daily to offices across Stockholm. The right way to start the workday.
• •Handmade. Stone-oven baked. Made last night while you were sleeping. This is real bread.
• •Our flour comes from Swedish fields, not factories. We know our farmers by name. You can taste the difference.
• •Bara goda grejer. Wear the philosophy. The official BAK uniform for people who appreciate the good things in life.