Brand Tone

Sophisticated and Aspirational, with an informative and helpful undercurrent.

Brand Values

• •Quality Design: A clear emphasis on aesthetically pleasing, modern, and contemporary designs.
• •Curated Selection: The product range feels intentionally selected rather than overwhelmingly vast, suggesting a focus on specific styles.
• •Customer Inspiration: The brand aims to inspire customers to enhance their living spaces through their products and content.
• •Modern Living: Promoting a contemporary lifestyle through their product offerings.
• •Attention to Detail: Evident in the product photography and the focus on materials and design elements in descriptions.

Best Practices

• •Develop a Brand Style Guide: Create a document outlining the brand's voice, tone, approved terminology, grammar preferences, and examples of on-brand and off-brand copy. This ensures anyone writing for the brand has a clear reference. For 177 Avenue, this would emphasize words like "elevate," "curated," "sophisticated," "modern," "timeless design," and "inspire."
• •Focus on "Show, Don't Just Tell": Instead of saying products are "high quality," describe the materials, craftsmanship, or unique design features that convey quality. Use evocative language that allows the customer to imagine the product in their space.
• •Maintain Visual-Verbal Harmony: Ensure the copy complements the sophisticated and minimalist aesthetic of the visuals. The language should be as clean, elegant, and considered as the product photography and website design. Avoid slang, overly casual language, or excessive jargon unless it's clearly defined and relevant to a design-savvy audience.
• •Prioritize an Informative & Helpful Approach: While aspirational, the copy should also provide value. Explain the benefits of a particular design, offer styling tips (as seen in their blog), or detail the functionality of products. This builds trust and positions the brand as an expert in modern home decor.
• •Consistent Review and Refinement: Regularly review all public-facing copy (website, social media, emails, ads) to ensure it aligns with the established brand tone. Solicit feedback and be open to refining the voice as the brand evolves, but always with the core values of sophistication and design-centricity in mind.

Social Perception

Customers who interact with the brand on social media or leave reviews generally seem pleased with the product designs and aesthetics. The brand likely appeals most to individuals interested in modern interior design and willing to invest in statement pieces, particularly lighting. Perception is heavily influenced by the high-quality imagery of their products in stylish settings. While they have a consistent online presence, broader public recognition might still be growing. They are perceived as a legitimate e-commerce store specializing in contemporary home decor.

Copy Examples

• •Product Ad (Instagram/Facebook): Illuminate your narrative. The [Product Name] pendant doesn't just light up a room; it defines it. Discover timeless design, crafted for modern living. Shop the collection via the link in bio. #177Avenue #ModernLighting #InteriorDesign #HomeDecor
• •Email Subject Line (Promotion): Curated for You: New Arrivals to Elevate Your Space | 177 Avenue
• •Blog Post Snippet (Introduction): Choosing the perfect lighting can transform a house into a home. At 177 Avenue, we believe in the power of light to create ambiance and reflect personal style. In this guide, we explore how to select statement pieces that resonate with your modern aesthetic...
• •Website Banner Text: Design That Inspires. Spaces That Speak. Explore 177 Avenue – Where Light Meets Art.
• •Social Media Engagement Question (Instagram Story): Which design element speaks to you the most in a contemporary living space? Minimalism, bold textures, or statement lighting? Share your thoughts! ✨ #HomeInspo #177AvenueStyle