Brand Tone

Minimalist, Mindful, and Artistic.

Brand Values

• •Simplicity & Functionality
• •Support for Local Art & Community
• •Quality & Thoughtful Curation
• •Aesthetic Cohesion
• •Customer-Centric Service

Best Practices

• •Embrace Simplicity: Use clear, concise, and direct language. Avoid overly descriptive or flowery words. Let the products and visuals speak for themselves, using copy to highlight purpose and origin.
• •Tell the Artist's Story: Always connect products back to the brand's core value of supporting local art. When featuring a collaborative item, briefly mention the artist to reinforce authenticity and community connection.
• •Focus on the "Why": Instead of just listing product features, explain the value they bring to the customer's life. Use phrases like "simplify your routine," "carry your day with ease," or "an intentional choice."
• •Maintain Visual and Textual Harmony: Ensure the clean, minimalist aesthetic of the photos and website design is mirrored in the copy. Use generous white space, simple fonts, and short paragraphs.
• •Engage Mindfully: On social media, ask questions that prompt reflection rather than simple answers. For example, instead of "Do you like this?", try "What essential do you never leave home without?". This aligns with the brand's value of intentional living.

Social Perception

Overwhelmingly positive, especially among those who visited the physical store. Perceived as a unique, authentic shop offering exclusive, high-quality products. Customers appreciate supporting local artists and the friendly staff. Online, it has a strong, appealing minimalist aesthetic. Appeals to a niche audience valuing design, local craftsmanship, and mindful consumption.

Copy Examples

• •Designed for your day, inspired by our island. The essential tote, crafted to carry everything you need, and nothing you don't. #dunnebrand #minimaliststyle #supportlocalartists
• •Wearable art from the Canary Islands. Our new collection features original designs by local artists, printed on 100% organic cotton. Shop consciously, live beautifully. #dunnebrand #madeintenerife
• •Thoughtfully Designed Essentials. Curated for a simpler, more beautiful life.
• •More than a T-shirt, it's a canvas. This design by [Artist Name] captures the unique spirit of the Canaries. Made with soft organic cotton for a comfortable fit that feels like home.
• •New from the studio: Art you can wear.