Brand Tone

Elegant & Artisanal, Minimalist & Understated, Authentic & Local, Calm & Considered

Brand Values

• •Craftsmanship & Quality
• •Design Excellence
• •Longevity & Timelessness
• •Local Production
• •Sustainability (implied)

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your tone (e.g., elegant, minimalist, authentic, calm) and those that don't (e.g., loud, trendy, cheap, aggressive). Provide examples of "say this, not that."
• •Focus on "Handcrafted" and "Design": Consistently weave in keywords that reinforce your core values, such as "handcrafted," "designed in Auckland," "sculptural," "artisanal," and "timeless."
• •Embrace Understatement: Let the quality and design of the products take center stage. Use clear, concise, and elegant language. Avoid hype, overly promotional claims, or excessive jargon.
• •Visual-Text Harmony: Ensure the tone of the copy perfectly complements the minimalist and artistic aesthetic of the product photography and website design. The words should feel like a natural extension of the visuals.
• •Storytelling through Origin and Process: Briefly share the inspiration behind designs or the care taken in the handcrafted process. This adds depth and authenticity, reinforcing the artisanal value without being verbose. Highlighting the Auckland, NZ origin connects with an audience that values local craftsmanship.

Social Perception

Customers Likely Perceive Atér as: A provider of unique, high-quality, and aesthetically pleasing home decor items, A local, artisanal brand rather than a mass-market producer, Sophisticated and design-conscious.

Copy Examples

• •Each curve and contour of our Sculptural Planter is thoughtfully designed and meticulously handcrafted in our Auckland studio. An artful object to elevate your cherished botanicals and bring a quiet grace to your living space.
• •Introducing new forms, inspired by the subtle beauty of the New Zealand landscape. Discover handcrafted objects designed for a life of intention. Explore the collection – link in bio. #Atér #ObjectsForHome #HandcraftedNZ #AucklandDesign
• •At Atér, we believe in the quiet power of beautiful objects. Each piece is born from a love of art and architecture, handcrafted with care in our Auckland studio to become a timeless part of your home.
• •New Arrivals: Sculptural Forms for a Considered Home | Atér
• •Seeking distinctive, handcrafted homewares? Atér creates unique objects in Auckland, NZ, blending sculptural design with enduring quality. Discover pieces that tell a story. Shop now: [Link]