Brand Tone

Artisanal & Authentic, Bohemian & Eclectic, Warm & Inviting, Aspirational & Stylish, Conscious & Ethical, Playful & Creative

Brand Values

• •Ethical Production: Commitment to fair trade principles and supporting artisan communities.
• •Sustainability: Use of natural, renewable materials like rattan and a focus on longevity over disposability.
• •Craftsmanship & Quality: Valuing handmade items and the skill of artisans.
• •Individuality & Self-Expression: Encouraging customers to create unique, personal spaces.
• •Beauty & Joy: Creating products that bring aesthetic pleasure and happiness to the home.
• •Heritage & Timelessness: Drawing inspiration from vintage designs to create pieces that last.

Best Practices

• •Embrace Storytelling: Share the narratives behind the products – the artisans, the inspiration, the materials. This reinforces authenticity and ethical values.
• •Use Evocative & Sensory Language: Words like "sun-drenched," "handwoven," "dreamier," "vibrant," "soulful" appeal to emotions and paint a picture, aligning with the bohemian and aspirational tone.
• •Highlight Ethical & Sustainable Angles: Weave in mentions of "ethically sourced," "sustainable materials," "handcrafted," and "artisan-made" naturally within product descriptions and brand messaging to reinforce core values.
• •Maintain Visual Harmony: Ensure all copy is paired with high-quality, aesthetically aligned imagery that reflects the vibrant, textured, and natural feel of the brand. The visual and textual should tell the same story.
• •Speak with Passion & Personality: Let the brand's love for design, color, and individual expression shine through. Don't be afraid to be playful or break from overly formal language, reflecting Katie Graham's "rule-breaking" approach to style.

Social Perception

Unique & Distinctive, Stylish & On-Trend, High Quality (but potentially higher price point), Ethically Conscious Choice, Australian Brand with Global Reach

Copy Examples

• •Sun-drenched afternoons just got dreamier. ✨ Our handwoven rattan lounger isn't just furniture; it's a feeling. Crafted with love by artisans, bringing timeless bohemian charm and sustainable style to your sanctuary. #FamilyLoveTree #HandmadeHome #RattanLove #EthicalLiving #BohoDecor
• •Wake up to artistry every day. Our [Product Name] Bedhead, meticulously handcrafted from sustainably harvested rattan, tells a story of generations of skill. Each curve and weave is a testament to the artisan's touch, creating an heirloom piece that’s both a bold statement and a gentle embrace for your most personal space. Invite nature, ethics, and timeless design into your bedroom.
• •🌿 Weave Your Story: New Arrivals for a Home That Feels Like You
• •More than just homewares, we're a celebration of life, color, and conscious living! 🌈 Founded by stylist Katie Graham, Family Love Tree brings you ethically crafted, vintage-inspired treasures that turn houses into homes full of personality and joy. Discover pieces with a soul. [Link to website]
• •Create your own bohemian oasis. ✨ From statement peacock chairs to intricately woven lighting, discover handcrafted pieces that speak to your free spirit and our commitment to ethical, sustainable design. Pin your way to a home filled with love and artistry. #BohemianHome #InteriorInspo #SustainableStyle #FamilyLoveTree #ArtisanMade