Brand Tone

Friendly and Approachable, Enthusiastic and Passionate, Whimsical and Playful, Curated and Discerning, Community-Oriented and Supportive

Brand Values

• •Support for Independent Artists and Makers
• •Celebration of Good Design and Creativity
• •Local Community Engagement
• •Personal Connection and Passion
• •Offering Unique and Joyful Products
• •Ethical Considerations

Best Practices

• •Lead with Whimsy and Warmth: Always use inviting, friendly, and slightly playful language. Emojis can be used judiciously to add personality, especially on social media.
• •Champion Your Artists: Consistently highlight the makers and designers behind the products. Share their stories (briefly) when possible to emphasize the independent and local values.
• •Use Descriptive and Evocative Language: Instead of just saying nice mug, try this enchanting ceramic mug, handcrafted with care, brings a splash of morning joy. Focus on the design, colour, and feeling.
• •Maintain a Consistent Visual Identity: Ensure all photography and visuals align with the good design and bright colours aesthetic. Keep it light, airy, and appealing.
• •Engage Authentically: Respond to comments and messages with genuine warmth and helpfulness, reflecting the positive in-store experience. Reinforce the personal, sister-run nature of the business when appropriate to build trust and connection.

Social Perception

Curiouser and Curiouser is widely perceived as a cherished local gem in Edinburgh. Customers and the public see it as: A go-to destination for unique, high-quality gifts, art, and homewares. A strong supporter of the local arts scene and independent designers. A friendly and welcoming shop with excellent customer service. A visually appealing and inspiring place to browse, both online and in their physical stores. A trustworthy independent business that offers something different from mainstream retailers.

Copy Examples

• •✨ Just Unpacked! ✨ Prepare to fall in love with these enchanting ceramic mugs by [Artist Name], straight from their Edinburgh studio. Perfect for your morning cuppa or gifting a little piece of local artistry. Pop into our Bruntsfield or Broughton Street shops to see the magic in person! #CuriouserAndCuriouser #EdinburghArtists #SupportLocal #UniqueGifts #HandmadeWithLove
• •Meet the Maker Monday! 🎨 This week, we're shining a light on the incredible talent of [Artist Name], the creative mind behind our bestselling [Product Type] prints. [He/She/They] capture the spirit of [Theme/Location] with such vibrant colours and quirky details. Discover their collection online or in-store and bring some independent design into your home! [Link to products] #CuriouserShop #IndependentDesign #BritishMakers #ArtForYourHome #CreativeCommunity
• •Discover Delightful Designs. Gifts, art, and homewares from talented independent makers in Scotland & beyond. Visit our Edinburgh shops or explore online!
• •Hello Sunshine! ☀️ Brighten up your home (and someone's day!) with our latest collection of colourful finds. From joyful jewellery to whimsical homewares, we've curated the perfect pieces to add a touch of 'curiouser' to your season. Shop now and support amazing independent designers!
• •Searching for a truly unique gift? 🎁 Our [Product Name, e.g., 'Hand-Painted Silk Scarf'] by [Artist Name] is a masterpiece of colour and design. Ethically made and utterly beautiful. Perfect for the art lover in your life. #CuriouserAndCuriouser #GiftIdeas #SupportSmallBusiness #ArtisanMade #EdinburghShopping