Brand Tone

Thoughtful, minimalist, and warm. It is sophisticated yet approachable, using intentional and sincere language with gentle, evocative descriptions. It communicates a sense of calm, care, and appreciation for simple, beautiful things, consistently refined and personal.

Brand Values

• •Connection
• •Curation
• •Celebration
• •Mindfulness
• •Aesthetic & Design

Best Practices

• •Lead with Feeling, Not Features: Instead of just describing what a product is, describe the feeling it evokes or the moment it's meant for. Use evocative and sensory language (e.g., "cozy," "calm," "refreshing," "celebratory").
• •Keep it Concise and Intentional: Align with the minimalist aesthetic by using precise, deliberate language. Avoid long, overly descriptive paragraphs. Every word should serve a purpose.
• •Tell the Maker's Story: Continue to highlight the artisans behind the products. This reinforces the values of curation and mindfulness and adds a layer of depth and connection to the items you sell.
• •Use "Gentle" Calls-to-Action: Frame calls-to-action as invitations rather than demands. Use phrases like "Explore the collection," "Find a little something," or "Discover new arrivals" instead of "Buy Now."
• •Maintain Visual and Verbal Consistency: Ensure that the warm, minimalist tone of the copy is always matched by the high-quality, clean aesthetic of the photography and graphic design across all platforms, from social media to email newsletters.

Social Perception

The public perceives Dote Note + Gift as a high-end, curated gift shop with a distinct point of view. Customers see it as a reliable source for unique, high-quality gifts that are not easily found elsewhere. The brand is associated with excellent taste, thoughtful curation, and strong support for small businesses and artisans. The perception is that of a premium, trustworthy, and aesthetically pleasing brand that elevates the experience of gift-giving.

Copy Examples

• •For the quiet moments. Introducing the new Cedar & Bitter Orange candle from Apprenti Organik, hand-poured in Montreal. A scent to ground your space and calm your mind. Available in the shop and online.
• •A gentle reminder to pause. This curated collection is designed for restful moments and quiet reflection. Featuring a hand-thrown ceramic mug, small-batch herbal tea, and a pure soy candle, it's the perfect way to send a little calm to someone you care about. For a new parent, a dear friend, or for yourself.
• •For life's moments, big and small.
• •The Art of the Thoughtful Gift. Modern goods for everyday celebration.
• •Gifts with a story. At Dote, every item is chosen with intention, sourced from independent makers and artists we admire. Find a meaningful gift and support a small business in the process. Visit us in Anacortes or shop our full collection online.