Brand Tone

Elegant and Sophisticated, Serene and Inspired, Conscious and Thoughtful, Warm and Inviting

Brand Values

• •Ethical Production
• •Sustainability
• •Hand-Made & Slow-Made Artistry
• •Timeless Elegance
• •Quality and Durability
• •Infusing Positive Energy
• •Affordable Luxury
• •Giving Back

Best Practices

• •Always intertwine the core values of ethical production, sustainability, and handmade quality into product descriptions and brand narratives.
• •Employ descriptive words that paint a picture of the coastal, natural, serene, and elegant aesthetic (e.g., "sun-kissed," "earthy textures," "gentle contours," "whispers of the sea").
• •Highlight the origin of materials, the inspiration behind designs, and the skills of the artisans. This adds depth and authenticity.
• •The tone should be confident in its quality and ethos, but also gentle, inviting, and inspiring rather than overtly aggressive or sales-driven.
• •The copy must always align with the sophisticated, natural, and high-quality imagery used across all platforms. The words should enhance the visual story.

Social Perception

Niche and Discerning Audience, Trust and Authenticity, Aspirational yet Attainable, Community-Oriented

Copy Examples

• •The 'Seville' Rounded Cabinet: Where timeless design meets artisanal soul. Each curve is meticulously handcrafted from sustainably sourced timber, ready to anchor your space with quiet elegance and a story of conscious craftsmanship. Discover enduring beauty.
• •At Black Salt Co., home is a feeling. It's the serene touch of natural materials, the echo of distant shores in a handcrafted piece, and the quiet joy of slow living. We curate and create with intention, honoring the earth and the hands that shape its gifts. Build a sanctuary that reflects your values.
• •Introducing 'The Coastal Edit' – a whisper of the ocean, captured in timeless homewares. Sustainably sourced, ethically crafted, and designed to bring serene luxury to your everyday. Explore pieces that tell a story of nature's artistry.
• •More than just beautiful – it's responsibly made. Our commitment to sustainability is woven into every fibre, from ethically harvested rattan to eco-friendly dyes. Choose pieces that cherish the planet and elevate your home.
• •Your space, your story. Share how Black Salt Co. inspires your sanctuary with #MyBlackSaltHaven. Let’s celebrate the art of slow living and conscious design, together.