Brand Tone

Authentic, Honest, Understated, Timeless, Inspiring, Appreciative of Craftsmanship, Slightly Rustic, Natural, Creative, and Playful

Brand Values

• •Simplicity, Utility, Beauty
• •Sustainability (Repair, Reuse, Recycle)
• •Authenticity & Honesty
• •Timelessness
• •Quality Craftsmanship
• •Individuality & Creativity

Best Practices

• •Embrace Understatement: Avoid hyperbole and overly salesy language. Let the quality and inherent beauty of the products speak. Use simple, direct, and thoughtful phrasing.
• •Focus on "Simple, Useful, Beautiful": Ensure copy reflects these core tenets. Describe how a product is useful, highlight its simple design, and convey its aesthetic appeal.
• •Tell a Story (Subtly): Hint at the history of antique pieces, the craftsmanship of new items, or the sustainable origins of materials. This adds depth and aligns with the brand's authentic nature. For example, instead of "Great vase," try "A hand-thrown pottery vase, ready to hold stories and stems."
• •Use Sensory & Evocative Language: Appeal to touch (e.g., "time-worn wood," "soft laundered linen") and sight (e.g., "muted tones," "honest materials," "gentle patina") to bring the rustic, natural, and tactile qualities of the products to life.
• •Champion Imperfection & Authenticity: Where appropriate, highlight the unique characteristics of handmade or antique items (e.g., "perfectly imperfect," "each piece unique") as this aligns with the brand's appreciation for the wabi-sabi, undecorated aesthetic.

Social Perception

Highly Regarded as a Destination, Curator of Unique and Quality Goods, Inspiring and Influential, Authentic and True to its Roots, Associated with a "Modern Rustic" or "Undecorated" Aesthetic, Generally Positive Customer Service

Copy Examples

• •Instagram Post (Image: A beautifully worn antique linen sheet draped over a rustic wooden chair): "The quiet beauty of imperfection. Our latest collection of antique linens tells a story of time, touch, and timeless utility. Discover pieces that bring soul to your home. #BaileysHome #SimpleBeauty #AntiqueTextiles #SustainableLiving #WornWithLove"
• •Website Banner (Showcasing a range of kitchenware – wooden spoons, ceramic bowls, enamelware): "Crafted for purpose, designed for life. Explore our collection of enduring kitchen essentials that make everyday moments more beautiful. Simple. Useful. Baileys."
• •Email Subject Line (New arrivals): "New & Found: Objects of quiet charm for your home." Email Body Snippet: "This week, we've unearthed a selection of unique antique finds and welcomed new artisan pieces, each chosen for its simple form and honest materials. Explore the collection and find something to cherish."
• •Product Description (For a recycled glass vase): "Mouth-blown from recycled glass, this vase carries the subtle ripples and unique character of its making. Perfect for a single stem or a small, gathered posy, it’s a testament to beauty found in reuse. Bringing sustainable style to your surfaces."
• •Blog Post / Journal Entry Title: "The Art of Display: Finding Beauty in the Everyday with Baileys Home." Snippet: "At Baileys, we believe that even the most utilitarian objects can bring joy when thoughtfully arranged. It's not about grand gestures, but the quiet harmony of texture, form, and items loved and lived with..."