Brand Tone

Thoughtful, warm, knowledgeable, approachable, and personal, reflecting a calm, curated simplicity.

Brand Values

• •Quality and Craftsmanship
• •Utility and Beauty
• •Sustainability and Ethical Sourcing
• •Considered Consumption
• •Heritage and Modernity

Best Practices

• •Lead with the 'Why': Always start with the purpose and value of the product, not just its features. Focus on how it enhances daily life, its origins, and its craftsmanship.
• •Use a Sensory Vocabulary: Employ descriptive words that appeal to touch, sight, and smell to evoke the quality and atmosphere of the products and the store itself (e.g., 'soft-spun wool,' 'subtle fragrance,' 'calming green walls').
• •Tell the Story of the Maker: Whenever possible, share the narrative behind the products. Highlighting the artisans and their process reinforces the values of craftsmanship and authenticity.
• •Maintain a Calm and Considered Pace: Avoid overly promotional, urgent, or loud language. The copy should reflect the store's tranquil and thoughtful atmosphere. Use clear, concise, and elegant sentences.
• •Emphasize Durability and Timelessness: Consistently use words and phrases that speak to the longevity and classic nature of the products, such as 'made to last,' 'built to endure,' and 'timeless design.' This reinforces the brand's stance against throwaway culture.

Social Perception

Very positive; perceived as a beautifully curated, unique 'gem' offering high-quality, trustworthy, and authentic products. Appreciated for its pleasant shopping experience, personal touch, and commitment to sustainability and craftsmanship, resonating with those who value provenance and durability.

Copy Examples

• •Invite tranquility into your home with our collection of handcrafted Japanese incense. Each stick is a quiet moment, a gentle unfolding of subtle fragrance designed to calm the mind and soothe the spirit. Made using traditional methods for a pure, clean burn. A simple, beautiful ritual for your everyday.
• •Meet the maker behind our beloved stoneware mugs. We believe in the power of the handmade, and [Maker's Name]'s work is a true testament to that. Each piece is shaped with intention and care, creating a perfectly imperfect mug that feels just right in your hands. Discover the story behind your morning coffee. #EdinburghMercantile #HonestCraftsmanship #PotteryLove
• •Founded on the belief that the things we own should be both useful and beautiful, Edinburgh Mercantile is our modern take on the classic general store. We carefully select each item for its integrity, design, and lasting quality, offering a curated collection of goods to make a happy home.
• •There are few things as comforting as a well-made wool blanket. We're delighted to introduce our new collection of throws, woven in the Outer Hebrides. Incredibly soft, wonderfully warm, and designed to be cherished for a lifetime. Wrap yourself in tradition.
• •The New Curiosity Shop. Practical goods for modern living. We invite you to slow down, look closer, and discover an object you'll use well and cherish.