Brand Tone

Artisanal, creative, community-oriented, welcoming, authentic, personal, playful, curated yet accessible.

Brand Values

• •Local & Handcrafted
• •Creativity & Originality
• •Simplicity & Functionality
• •Community
• •Authenticity

Best Practices

• •Lead with the "Why": Always start with the story behind the product. Is it handmade, locally sourced, a product of a "wacky idea"? This reinforces the value of creativity and authenticity.
• •Use "We" and "Our": This language fosters a sense of community and gives a personal touch, making the brand feel like a collective of creatives rather than a faceless retailer.
• •Emphasize the Tangible: Use descriptive words that evoke a sense of touch, process, and material. Words like "hand-thrown," "painted fabrics," and "simple-function" connect the audience to the physical nature of the products.
• •Stay Rooted in the Community: Regularly mention Brooklyn, Fort Greene, and local sourcing. This reinforces the brand's identity and connection to its environment.
• •Keep it Simple and Authentic: Avoid overly corporate or marketing-heavy language. The tone is more conversational and approachable. Let the quality and uniqueness of the products speak for themselves.

Social Perception

Perceived as a cute, desirable, charming, and unique boutique with a curated selection of interesting items, generating positive engagement and positioning it as a noteworthy destination.

Copy Examples

• •Morning coffee just got a little more special. Our new, hand-thrown ceramic mugs, straight from our Brooklyn studio to your kitchen. Simple, functional, and feels like a warm hug. #CardinalNYC #HandmadeHome
• •Cut from fabric we painted right here in the back of our shop. Each piece tells a story of color, texture, and a few wacky ideas. Wearable art, made for your everyday. #MadeInBrooklyn #CardinalGiftShop
• •A shifting collection of art and design for your life. Come see what's new on our shelves this week. We're a place where creative streams get crossed. Find us in Fort Greene. #ShopLocalBrooklyn #DesignObjects
• •This week, we're thrilled to feature the work of [Artist Name]. Their unique vision aligns perfectly with our love for simple, beautiful objects. Come support local talent and find something truly original. #ArtistSpotlight #CommunityCreativity
• •From a spark of an idea to a finished piece on our shelves. Here's a peek at how we bring our Cardinal line to life. Its a little bit of paint, a lot of love, and the joy of making things. #CreativeProcess #BrooklynStudio