Brand Tone

Empowering, supportive, optimistic, inspirational, caring, positive, and knowledgeable.

Brand Values

• •Dignity and Respect
• •Inclusivity
• •Quality and Curation
• •Community
• •Sustainability

Best Practices

• •Lead with Empathy: Always approach your audience from a place of understanding and respect. Avoid language that could be perceived as condescending or stereotypical.
• •Focus on the Benefit, Not Just the Feature: Instead of just describing what a product does, explain how it will improve the customer's life. For example, instead of "This jar opener has a strong grip," try "Open any jar with ease and maintain your independence in the kitchen."
• •Use Inclusive and Positive Language: Opt for words like "vibrant," "active," and "experienced" over terms that have negative connotations with aging.
• •Tell Stories: Share real or relatable stories of individuals who are thriving. This helps to build a stronger emotional connection with your audience.
• •Maintain a Consistent Visual Identity: Ensure that your branding, from your logo and color palette to your photography, reflects your values of quality, warmth, and positivity. This visual consistency will reinforce the tone of your written copy.

Social Perception

A thoughtful and niche brand with a strong sense of social responsibility, seen as a welcome alternative to sterile products for older adults, emphasizing style, comfort, and empowerment for its target audience.

Copy Examples

• •Style has no age limit. Introducing our new collection of adaptive wear, designed for effortless comfort and timeless elegance. Because you deserve to look and feel your best, every single day. #AgingWithStyle #ComfortAndChic
• •Nourish your body, nurture your soul. For a limited time, enjoy 20% off our entire range of all-natural personal care products. It’s self-care, redefined. #WellnessJourney #NaturalLiving
• •’Finally, a brand that gets it.’ - Sarah M. We’re more than just a store; we’re a community. Discover the products and support system that are helping people just like you live a more vibrant life. Read Sarah’s story on our blog. #CommunityLove #TestimonialTuesday
• •Let your garden bloom, not your joints. Our ergonomic gardening tools are designed to reduce strain, so you can spend more time enjoying the fruits of your labor. Cultivate joy, effortlessly. #GreenThumb #GardeningForLife
• •At Chestnut Street, we believe that every chapter of life should be lived with passion and purpose. Founded by a team of women and minorities, we are dedicated to curating high-quality, sustainable products that empower you to embrace the beauty of aging. Join us in celebrating a life well-lived. #EmbraceIt #LiveYourBestLife