Brand Tone

aspirational and elegant

Brand Values

• •Aesthetic Elegance
• •Elevating Everyday Moments
• •Accessibility
• •Quality and Variety

Best Practices

• •Always Connect to the Core Message: Every piece of copy, from a product title to a promotional banner, should in some way echo the central idea of "bringing ceremony to life." Use words like "elevate," "celebrate," "art," "ritual," and "savor."
• •Lead with Emotion, Support with a Call to Action: Start with the aspirational benefit (e.g., "Create a beautiful tablescape") before presenting the call to action ("Shop the collection now"). This aligns with the elegant tone.
• •Maintain a Consistent Vocabulary: Create a list of brand-aligned words (e.g., "ceremony," "elegance," "minimalist," "vibrant," "classic") and less-aligned words (e.g., "cheap," "basic," "crockery") to ensure consistency across all written materials.
• •Use Elegant and Descriptive Language: Instead of just listing features, describe the experience. For a teacup, don't just say "ceramic cup"; say "A beautifully crafted cup to transform your morning tea into a moment of peaceful ritual."
• •Let the Collections Tell a Story: Frame each collection with a distinct narrative. The "Vintage Collection" isn't just old-style plates; it's about "rediscovering timeless charm." The "Japanese Collection" is about "finding beauty in simplicity." This adds depth and reinforces the brand's aspirational quality.

Social Perception

Customers perceive Anita's Dapur as a digital-first retailer for stylish and affordable home dining and kitchen products, offering good value through promotions. However, due to a lack of social proof and user-generated content, the perception is controlled by the brand, leading to a transactional rather than community-oriented relationship with customers.

Copy Examples

• •Don't Just Set the Table. Set the Mood. Discover the Art of Dining with Our European Classic Collection.
• •From quiet weekday breakfasts to lively weekend feasts, our Matte Collection plates are your canvas. Their minimalist design and smooth, elegant finish turn every meal into a small celebration. Bring a sense of ceremony to your daily life.
• •A Touch of Elegance is Now on Sale. 30% Off Our Premium Gold Collection.
• •Inspired by the serene beauty of Japanese gardens, our new Underglaze Collection is here to bring tranquility to your table. Each piece is a quiet invitation to slow down and savor the moment.
• •At Anita's Dapur, we believe that the objects we use every day should be a source of joy. That's why we curate beautiful, quality tableware designed to help you bring a sense of ritual and ceremony to your home, one meal at a time.