Brand Tone

Aspirational yet Accessible

Brand Values

• •Curation and Quality
• •Aesthetic Cohesion
• •Family and Personal Touch
• •Functionality and Timelessness
• •Community and Local Support

Best Practices

• •Lead with "Curated": Use words like "curated," "selected," "edited," and "handpicked" frequently. This reinforces the core brand value and justifies the premium positioning.
• •Maintain an Elegant but Warm Tone: Write copy that is sophisticated and clean, avoiding overly casual slang. However, ensure it remains welcoming and helpful. Frame descriptions and social posts as friendly advice from a trusted style expert.
• •Tell the Story of the Product: Don't just list features. Explain the material, the craftsmanship, or how a piece can transform a space or an outfit. Connect products back to the brand's values of timelessness and functionality.
• •Embrace the Aesthetic in Words: Use descriptive language that evokes the brand's visual identity. Words like "serene," "calm," "textured," "neutral," "minimal," "light," and "airy" will reinforce the Californian, neutral-toned aesthetic.
• •Channel the Founders' Voice: Infuse the copy with the passion and personal touch of a founder-led brand. Use "we" to talk about the selection process (e.g., "We chose this fabric for its softness") and share personal styling tips to build a stronger connection with the audience, making the brand feel more human and trustworthy.

Social Perception

Curato is perceived as a high-end, trustworthy, and aesthetically pleasing brand, a go-to for unique home decor and stylish apparel with a modern, neutral aesthetic. The founders are seen as passionate, communicative, and talented designers, building trust and associating the brand with quality, excellent customer service, and a distinct, desirable style.

Copy Examples

• •The Art of the Nook. Transform any corner into a statement of serene style. Our new ceramic vases and linen throw blankets are designed to bring texture, warmth, and a touch of curated calm to your favorite spaces. Discover the collection online. #CuratoHome #NeutralAesthetic #InteriorStyling
• •Effortless, Elevated, Everyday. Discover our new apparel collection — timeless pieces designed to move with you. Curated for life, styled by you.
• •Inside the Edit: Our Founders' Top 5 Picks for Summer.
• •More than a tray, it's a foundation for your style. Handcrafted from a single piece of polished marble, its organic veining ensures no two pieces are exactly alike. Use it to gather perfumes on a dresser, serve cocktails at sunset, or create a stunning centerpiece on your coffee table. A timeless piece, curated to elevate the everyday.
• •Watch us work our magic! ✨ From empty shelf to styled perfection in 15 seconds. It's all about balance, texture, and finding pieces you love. Shop all these items on our site! #shelfdecor #interiordesign #homedecor #curato #designtips #stylinghacks