Brand Tone

Chic & Inspiring, Friendly & Passionate, Curated & Unique

Brand Values

• •Quality & Aesthetics
• •Uniqueness & Discovery
• •Passion
• •Family & Connection
• •Inspiration

Best Practices

• •Embrace 'Curated with Passion': Consistently use language that reflects the careful selection process and the genuine enthusiasm behind the brand. Words like 'hand-picked,' 'discovered,' 'cherished,' 'inspired by,' and 'passionately selected' reinforce this.
• •Blend Sophistication with Warmth: While maintaining a chic aesthetic, ensure the language is approachable and welcoming. Avoid overly formal or aloof phrasing. Directly address the customer ('you,' 'your') to create a personal connection.
• •Highlight the Story & Values: Subtly weave in elements of the family origin, the dedication to uniqueness, and the joy of bringing beautiful things to customers. This adds depth and authenticity beyond just product descriptions.
• •Inspire, Don't Just Sell: Frame content around inspiring lifestyle choices, unique gift ideas, or creating beautiful spaces. Focus on the experience and emotion the products can evoke, rather than just their features.
• •Be Consistent Across All Channels: Ensure that the tone of voice used on the website, in email newsletters, on Instagram, and on Facebook is harmonious. This builds a strong, recognizable brand identity. Train any staff involved in communication on these principles.

Social Perception

Positive Regard, Destination for Unique Gifts & Finds, Appreciation for Curation, Association with Style and Quality, Community Connection

Copy Examples

• •Elegance, redefined. Our latest collection of hand-picked silk scarves has arrived, each a whisper of Parisian chic for your everyday style. Discover the piece that speaks to you at 4Avril.
• •More than just a store, 4Avril is a dream shared. Born from a family's love for beautiful things and the joy of discovery, we invite you to find your own little treasures with us. What will you discover today?
• •You're invited! Join us this Saturday to celebrate the arrival of our new Spring Home Collection. Be inspired, meet the faces behind 4Avril, and find unique pieces to refresh your space. We can’t wait to share our passion with you!
• •Crafting corners of calm and beauty. ✨ Let our curated selection of artisanal ceramics and soft textiles inspire your next home refresh. Passionately chosen, beautifully yours. #4AvrilConcept #HomeInspo #UniqueDecor
• •We believe every gift tells a story. ❤️ What’s the most thoughtful gift you’ve ever found or received? Share your cherished memories below – we’re feeling inspired by the spirit of giving!