Brand Tone

aspirational, sophisticated, and serene

Brand Values

• •Curation & Quality
• •Aesthetic & Design
• •Natural & Artisanal
• •Inspiration & Lifestyle
• •Exclusivity

Best Practices

• •Use Evocative and Sensory Language: Instead of just describing a product, describe the feeling it evokes. Use words like "serene," "timeless," "handcrafted," "luminous," and "sanctuary" to create an emotional connection and paint a picture of the lifestyle you are selling.
• •Tell the Story: Highlight the origin, the maker, or the materials of the products. Whether it's "handwoven by local artisans" or "carved from reclaimed mahogany," storytelling adds value and reinforces the brand's commitment to craftsmanship.
• •Maintain an Elegant and Refined Voice: Avoid slang, overly casual language, or aggressive calls-to-action ("Buy Now!"). Opt for more sophisticated invitations like "Discover the Collection," "Explore In-Store," or "Bring Timeless Design Home."
• •Focus on "Why," Not Just "What": The copy should answer why a customer needs this item to enhance their life. It's not just a candle; it's an "invitation to unwind." It's not just a table; it's the "heart of your home where memories are made."
• •Ensure Visual and Textual Harmony: The tone of the copy must always match the high-quality, curated aesthetic of the visuals. Every photo, video, and graphic should be complemented by copy that is equally polished and sophisticated, creating a seamless and immersive brand experience.

Social Perception

The public perceives elements Antigua as a premier destination for luxury home goods and unique gifts in Antigua, Guatemala. It is seen as a "must-visit" for tourists with an eye for design and a trusted source for locals seeking to create a stylish home. Customers associate the brand with high quality, impeccable taste, and a beautiful shopping experience. The perception is overwhelmingly positive, with the brand being viewed as a tastemaker and an authority on sophisticated living in the region.

Copy Examples

• •Sculpted by hand, inspired by the earth. Our new ceramic collection brings a touch of serene artistry to your daily rituals. Discover pieces that are as timeless as they are beautiful. #elementsAntigua #HandcraftedHome #ArtisanalDecor
• •Transform your space into a sanctuary. At elements Antigua, we believe furniture should be more than functional —it should tell a story. Explore our curated collection of statement pieces crafted from natural woods and timeless materials. Find yours in-store.
• •Curated for a Life of Beauty. Discover a world of artisanal design, from handcrafted furniture to unique décor that elevates the everyday. Welcome to elements Antigua.
• •Embrace the season's warmth within your walls. We've gathered a collection of soft linens, hand-poured candles, and unique art to create an atmosphere of tranquil elegance. Explore our latest arrivals and refresh your home.
• •Crafted from a single piece of reclaimed teak, this bowl showcases the raw, organic beauty of the wood. Its smooth, polished interior and rugged exterior make it a striking centerpiece, perfect for holding precious objects or standing alone as a work of art.