Copywriting

PORTFOLIO 

Anais Pastries : 2023-2024 

Anais Pastries, a quaint family-run business, is deeply passionate about crafting traditional French pastries, supporting local commerce, and championing sustainable development. Their mission is to bring authentic, high-quality gourmet treats directly to the residents of Athens, GA (U.S.A.), while minimizing their carbon footprint through bicycle deliveries. They strive to not only deliver delicious pastries but also to nurture a sense of community and environmental responsibility. Anais Pastries is more than just a bakery—it's a celebration of tradition, craftsmanship, and connection.

 
Anais Pastries faced the challenge of building and retaining a customer base around a high end product in a niche market, all while operating on a limited marketing budget.

I built their brand around the slogan “Authentic Homemade French Viennoiseries Bike-Delivered to your Door,” which highlights authenticity, local focus, and ecological commitment. This slogan introduces a French term indicating the luxurious exclusivity of the products ("viennoiseries"), conveys the personal touch of a family-run business ("your Door"), and emphasizes their environmental responsibility through cycling delivery ("bike-delivered"). To promote the brand’s identity, I established an online presence with a website (anaispastries.com), social media campaigns (IG: @anais_pastries_athens, FB: Anais Pastries), and designed packaging, business cards, and brochures.

I leveraged the charm of family cooking and tradition by sharing stories and picturesque imagery on the website and social media platforms.  Their products are presented on the website alongside traditional domestic objects like doilies, decorated earthenware plates, floral wallpaper, and gingham fabric.

To emphasize their culinary authenticity, I created a menu featuring French terms alongside English descriptions, elevating the consumer experience with a touch of sophistication.

Through social media campaigns on Instagram, I highlighted the pastry chef ancestors and his bond with his daughter.

I engaged their audience with interactive teasers showcasing the chef’s daughter testing of new recipes in France, encouraging followers to vote for their favorite products. 

By highlighting our pastry chef's family heritage and the generational love for baking, I've woven a narrative that resonates with their audience.

I collaborated with local artists in order to highlight the local scale of the brand but also to leverage their influence with consumers. A local artist created the logo and a comic strip illustrating the journey of a family inspired by the concept, further reinforcing the brand identity. 

Finally, I've placed the brand’s ecological values front and center by commissioning a logo that humorously portrays their commitment to bicycle deliveries and sustainability.

My content and marketing strategy allowed them to reach more than a hundred clients locally and triple their number of followers on social media in a few months.