Brand Tone

Elegant, Sophisticated, Conscious, Responsible, Modern, Scandinavian, Approachable & Aspiring

Brand Values

• •Sustainability & Ethical Sourcing
• •Quality Craftsmanship
• •Timeless Design & Minimalism
• •Transparency
• •Customer Connection

Best Practices

• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., Elegant, Conscious, Modern, Minimalist), approved vocabulary, "words to avoid," and an ideal sentence structure. This ensures anyone writing for the brand is aligned.
• •Prioritize Value-Driven Language: Consistently weave in terms related to core values like "recycled materials," "consciously crafted," "Scandinavian design," "made to order," and "timeless" to reinforce what Milone stands for.
• •Adapt to the Platform, Not the Persona: While the style might vary slightly (e.g., more playful on TikTok, more descriptive on the website), the core tone (elegant, conscious) should remain consistent. Avoid drastic shifts that could confuse the audience.
• •Focus on "Show, Don't Just Tell": Instead of just saying "high quality," describe the materials or the design philosophy that leads to high quality (e.g., "Crafted from lustrous 18k gold vermeil over recycled sterling silver...").
• •Maintain Visual and Textual Harmony: Ensure the copywriting complements the minimalist and elegant aesthetic of the product photography and overall branding. The language should feel as clean and considered as the designs themselves.

Social Perception

Emerging Brand, Positive Associations with Values, Trust & Credibility (to be built), Aesthetic Appeal

Copy Examples

• •Instagram Post (New Ring): Meet the Aura Ring. Sculpted from 100% recycled silver, its fluid lines echo the serene beauty of Stockholm's archipelago. Scandinavian simplicity, consciously crafted. ✨ #MiloneJewelry #ScandinavianDesign #RecycledSilver #EthicalJewelry #TimelessElegance
• •Website Banner (Homepage): Milone: Where timeless design meets a clear conscience. Discover made-to-order jewelry, beautifully crafted in Stockholm from recycled precious metals. Pieces designed to be cherished, sustainably.
• •Email to Subscribers (Pre-Launch): The wait is almost over. Prepare to discover Milone – a collection where Scandinavian minimalism is infused with a commitment to our planet. Sign up for exclusive early access and be the first to adorn yourself with jewelry that truly matters. Crafted with integrity, designed for forever.
• •TikTok Video Caption (Styling a Necklace): From morning coffee to evening glow ✨ Our Sol Necklace, made with recycled gold, is your everyday touch of Scandinavian chic. How would you style yours? #MiloneStyle #SustainableJewelry #ScandiCool #MadeToOrder #MinimalistJewelry
• •Facebook Ad (Brand Awareness): Tired of fleeting trends? Milone Jewelry offers a return to enduring beauty. Designed in Stockholm, our pieces are consciously crafted from recycled silver and gold, made to order just for you. Embrace Scandinavian elegance with a clear conscience. Learn more and anticipate our launch: [Link to milone.se]