Brand Tone

Consciously Curated and Refined Approachability

Brand Values

• •Sustainability
• •Quality
• •Ethical Practices
• •Timeless Style
• •Conscious Consumption
• •Curated Selection
• •Customer Experience

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (e.g., Consciously Curated, Refined Approachability), key messaging pillars (sustainability, quality, timeless style), "do's and don'ts" for language, and examples. Share this with anyone creating content.
• •Prioritize Value-Driven Language: Consistently weave in terms related to sustainability, ethical production, quality craftsmanship, and conscious choices. Don't just state it; show it through product features and brand stories.
• •Maintain Visual & Verbal Harmony: Ensure the aesthetic of imagery (clean, natural, elegant) aligns with the sophisticated yet approachable language used in captions, product descriptions, and all communications.
• •Educate & Inform, Don't Preach: Share knowledge about sustainable materials, ethical brands, and the benefits of conscious consumption in an informative and inspiring way, rather than a judgmental or overly didactic tone.
• •Engage Authentically: When interacting on social media or with customers, maintain a friendly, helpful, and genuine voice that reflects the "approachable" aspect of the brand, reinforcing the positive in-store experience online.

Social Perception

Positive (among target audience). Niche/Boutique Appeal. Trusted Curator. Aspirational yet Grounded. Limited Broad Public Awareness.

Copy Examples

• •Instagram Post (New Scarf Arrival): Drape yourself in conscious luxury. Our latest arrival, this ethically crafted merino wool scarf, offers both timeless warmth and a gentle touch on the planet. Discover the art of everyday elegance. #SustainableStyle #AdornoEssentials #ArrowtownNZ
• •Facebook Ad (Highlighting a Brand): At Adorno, we believe in fashion that feels good, inside and out. That's why we’re proud to feature [Designer Brand Name], a pioneer in organic fabrics and fair-trade practices. Explore their new collection in-store and online – pieces you’ll love for years, not just a season. #ConsciousConsumption #EthicalFashion #QualityOverQuantity #ShopAdorno
• •Website 'About Us' Snippet: More than just a store, Adorno is a carefully considered collection of stylish, sustainable, and everyday essentials. We champion a 'less is more' philosophy, inviting you to discover pieces that resonate with your values and elevate your personal style, effortlessly.
• •Email Newsletter Subject Line: Timeless Finds: New Arrivals & Sustainable Stories from Adorno (Body snippet): Dear [Customer Name], Step into the new season with pieces designed to last. This week, we’re excited to share arrivals that blend impeccable craftsmanship with a deep respect for our environment...
• •Product Description (for a ceramic mug): Start your day with intention. This hand-thrown ceramic mug, crafted by a local artisan, brings a touch of mindful beauty to your daily rituals. Its unique glaze and sturdy form make it a cherished piece for your home – a simple, sustainable pleasure. #HandcraftedHome #SupportLocalNZ #AdornoLifestyle