Brand Tone

serene, sophisticated, and mindful

Brand Values

• •Mindfulness and Conscious Consumption
• •Aesthetic Purity and Minimalism
• •Quality and Craftsmanship
• •Serenity and Well-being
• •Curation

Best Practices

• •Use a Mindful Lexicon: Consistently use words that align with the brand's core values, such as serene, conscious, curated, intentional, sanctuary, harmony, mindful, and tactile.
• •Focus on "Feeling" over "Features": Instead of just listing dimensions or materials, describe the feeling the product evokes. For example, instead of "A wooden tray," use "A warm, acacia wood tray to ground your morning coffee ritual."
• •Maintain Visual and Textual Harmony: Ensure that the tone of the copy always matches the clean, minimalist, and serene aesthetic of the photography and website design. The words should be as uncluttered and intentional as the images.
• •Embrace Storytelling: Briefly tell the story behind a product's design, material, or intended use. This elevates the item from a simple commodity to a piece with purpose, reinforcing the value of conscious consumption.
• •Speak to the Aspiration: Write for the customer who is actively seeking to improve their well-being by creating a more peaceful home. The copy should validate their desire for a slower, more beautiful life and position aether living as their trusted partner in that journey.

Social Perception

The brand is perceived by its audience as a high-end, aspirational lifestyle brand. Customers are likely drawn to the specific aesthetic, which aligns with popular interior design trends like Japandi and soft minimalism. The perception is that of a trusted curator for those looking to create a beautiful, serene, and stylish living space. The lack of negative public feedback suggests that customers who purchase from the brand are generally satisfied and aligned with its values and price point.

Copy Examples

• •Stillness in form. Our new ceramic vase is a quiet celebration of handcrafted beauty. Designed to hold a single stem or stand alone as a sculptural piece, it’s a simple way to bring a touch of serenity to any surface. Discover mindful objects for your sanctuary. #aetherliving #conscioushome #minimaldecor
• •The foundation of a restful night and a peaceful morning. Our 100% natural linen bedding is stonewashed for exceptional softness that gets better with every sleep. Embrace the art of rest and transform your bedroom into the ultimate sanctuary. Available in three serene, earth-inspired tones.
• •Your Weekly Invitation to a More Conscious Home. This week, we explore the beauty of imperfection. Inspired by the principles of wabi-sabi, our latest curated collection finds harmony in natural textures and handcrafted details. Create a space that feels not just lived-in, but truly alive.
• •Designing Serenity. Mindfully curated objects for a conscious lifestyle. Shop the collection.
• •At aether living, we believe your home should be a sanctuary. In a world of noise, we seek out the quiet, the intentional, and the beautiful. Each piece in our collection is mindfully chosen for its quality, craftsmanship, and ability to inspire a slower, more conscious way of living. We are not just selling objects; we are offering pathways to a more serene life.