Brand Tone

Elegant & Curated, Appreciative & Reverent (towards Craftsmanship), Knowledgeable & Authoritative, Intimate & Story-driven

Brand Values

• •Exceptional Craftsmanship
• •Curation & Discovery
• •Storytelling & Heritage
• •Timeless Luxury & Exclusivity
• •Customer-First Ethos
• •Democratizing Design (to an extent)

Best Practices

• •Emphasize Storytelling Over Selling: Focus on the narrative of the maker, the history of the craft, or the inspiration behind the piece rather than just its features. Let the story create the desire.
• •Use Evocative and Sensory Language: Employ rich, descriptive adjectives and verbs that appeal to a sense of touch, sight, and emotion, reflecting the tactile and aesthetic nature of the products.
• •Maintain a Sophisticated Vocabulary but Prioritize Clarity: While the tone is elevated, ensure the language is accessible to a discerning international audience. Avoid overly academic or obscure jargon unless explaining a specific craft technique.
• •Highlight Exclusivity and Rarity Subtly: Convey the special nature of the items (e.g., "limited edition," "archival reissue," "exclusive to ABASK") to enhance their perceived value without overt boasting.
• •Ensure Visual and Textual Harmony: The copy should always complement the high-quality, artistic imagery used across all platforms. The words must evoke the same feeling as the visuals.

Social Perception

Prestigious and Aspirational, Trusted Curator, Appreciation for Aesthetics and Quality, Celebration of Artisans

Copy Examples

• •Headline: The Soul of an Artisan, The Heart of Your Home. Body: At ABASK, we traverse continents to bring you objects imbued with story and spirit. Discover pieces not merely made, but lovingly brought to life by the world's most dedicated hands. Each selection, a dialogue between tradition and your contemporary life.
• •Headline: Beyond Adornment: Objects of Enduring Legacy. Body: What transforms a house into a sanctuary? We believe it's the presence of items that resonate deeper than trends. The ABASK curation offers more than beauty; it offers heirlooms in the making, each with a whispered history waiting to unfold in your space.
• •Headline: The Curator’s Eye, The Collector’s Joy. Body: For those who seek the exceptional, ABASK presents a meticulously gathered collection where every piece tells a tale of mastery. From the reawakened designs of storied archives to the innovative expressions of contemporary makers, find the singular object that speaks to you.
• •Social Media Post (with an image of a unique ceramic vase): Caption: A vessel of earth and artistry. This [Vase Name] by [Artisan Name] is more than a home for blooms; it's a testament to generations of [Country/Region] ceramic tradition, sculpted for the modern eye. Explore the story behind its form, exclusively at ABASK. #ABASK #Craftsmanship #ArtisanalHome #LuxuryDecor #TimelessDesign
• •Email Subject: An Invitation to the Extraordinary, From ABASK. Body: Dear [Customer Name], Step into a world where craftsmanship is paramount and every object holds a narrative. This week, we illuminate [Featured Collection/Maker], showcasing pieces that blend timeless techniques with a vision for today. Discover the dedication, the artistry, and the "ABASK wink" that makes each item unforgettable.