Brand Tone

Sophisticated, aspirational, warm, appreciative of quality and beauty, informative, passionate, personable, friendly, and grateful.

Brand Values

• •Quality and Craftsmanship
• •Aesthetics and Beauty
• •Natural Materials and Comfort
• •Global Sourcing & Artisan Support
• •Customer Experience
• •Transparency
• •Ethical Considerations

Best Practices

• •Emphasize Quality and Craftsmanship: Always highlight the superior materials, meticulous craftsmanship, and the story behind the products, especially if artisan-made or globally sourced. Use descriptive adjectives that convey luxury and durability.
• •Maintain a Warm and Sophisticated Voice: Combine elegant language with a friendly and approachable manner. Avoid overly casual slang or overly technical jargon. The voice should feel like a knowledgeable and passionate friend guiding you through beautiful finds.
• •Focus on the "Why" – The Feeling and Experience: Connect products to the emotions and experiences they evoke – comfort, joy, serenity, beauty, a life well-lived. It's not just about an item, but how it contributes to a beautiful and loved living space.
• •Visual and Textual Harmony: Ensure the copy complements the high-quality, aesthetic imagery used on the website and social media. The words should paint a picture that aligns with the visual story.
• •Be Authentic and Transparent: Uphold the stated value of transparency. If making claims about natural fibers, ethical sourcing, or artisan origins, ensure these are genuine and, where appropriate, subtly elaborated upon to build trust.

Social Perception

Customers perceive Ethos Store as a provider of high-quality, beautiful, and unique homeware. The brand is seen as trustworthy, with reliable and quick delivery. There's an appreciation for the curated nature of the store, offering distinctive items that are not mass-produced. The aesthetic is perceived as stylish, sophisticated, and aspirational. The price point positions the brand in a mid-to-premium segment.

Copy Examples

• •Instagram Post (New Ceramic Collection): Discover the soul of craftsmanship in our latest collection of handcrafted ceramics. Each piece, a testament to global artistry, is waiting to bring warmth and unique character to your home. Elevate your everyday. #EthosStore #HandcraftedHomeware #ArtisanMade #BeautifulInteriors #QualityLiving
• •Facebook Ad (Linen Bedding): Immerse yourself in the unparalleled comfort of pure, natural linen. Our new bedding collection, sourced for its luxurious texture and lasting quality, promises serene nights and beautiful mornings. Experience the Ethos of tranquil living. Shop now and enjoy complimentary shipping. [Link] #EthosHome #NaturalFibres #LuxuryBedding #ComfortAndStyle #SouthAfrica
• •Product Description (Artisan Vase): Born from a love of global artistry, this exquisite vase is more than a décor piece; it's a story whispered through generations of craftsmanship. Its unique form and natural finish are carefully chosen to bring a touch of timeless elegance and serene beauty to your cherished spaces. Handpicked for those who appreciate lasting quality and the joy of a life you love.
• •Email Newsletter Snippet (Styling Tips): Dear [Customer Name], At Ethos, we believe your home should be a sanctuary of joy and comfort. This week, our friend and renowned interior stylist, Karin Orzol, shares her secrets to creating an eclectic dining space that truly reflects your unique style. Read more on the blog for inspiration on transforming your home with pieces you'll treasure. [Link to Blog] #EthosLiving #InteriorInspiration #QualityHomeware
• •Website Banner (General Brand Message): Ethos Store: Curating a world of beauty, craftsmanship, and quality for a home you love. Discover unique décor, sourced with passion.