Brand Tone

Inclusive, Empowering, and Authentic

Brand Values

• •Community & Representation
• •Ethical Sourcing & Quality
• •Sustainability & Conscious Consumption

Best Practices

• •Lead with the "Why": Always connect the copy back to the brand's core mission. Whether it's a product launch or a community post, remind the audience why Farmers & Co. exists: to empower queer makers.
• •Champion the Creators: Make the artisans the heroes of the story. Use interviews, behind-the-scenes content, and direct quotes to let their authentic voices shine through. This reinforces the brand's role as a platform, not just a seller.
• •Use Inclusive and Affirming Language: Be intentional with language. Use gender-neutral terms where appropriate and ensure all marketing copy is welcoming, celebratory, and positive. Avoid language that could feel exclusionary or generic.
• •Maintain a Consistent Visual Identity: The clean, modern, and warm aesthetic is part of the brand's voice. Ensure all visuals from website photography to social media graphics align with this established tone. Cohesion between visuals and text creates a powerful, unified brand experience.
• •Engage with the Community Authentically: When responding to comments, messages, and reviews, do so with the same empowering and inclusive tone. Treat every interaction as an opportunity to build a relationship and reinforce the brand's values, fostering a genuine sense of community.

Social Perception

The brand is perceived as a positive, mission-driven curator of high-quality, ethically-sourced goods, a vital part of the queer economy, and a safe space for its community, fostering a loyal customer base through its support for queer creators and commitment to excellence.

Copy Examples

• •Meet the hands and heart behind our newest collection. ✨ Say hello to [Maker's Name], a brilliant artist whose work is a celebration of form, function, and queer joy. Every piece tells a story, and we’re so honored to help share it with our community. Swipe to see their incredible creations and tap to bring a piece of their art into your home. #QueerArt #ShopQueer #MadeWithPride
• •Goods with heart. Stories with pride. Your destination for thoughtfully crafted products from a community of inspiring queer makers. Discover items you'll love, made by people you'll be proud to support.
• •Subject: Inside this week: New arrivals, a creator's story, and our community spotlight. Body Preview: "More than just a marketplace, we're a movement. See what's new from the makers you love..."
• •Hand-poured in small batches by a queer-owned chandlery, this [Scent Name] candle is crafted to create a sanctuary in your space. Made with 100% vegan soy wax and ethically-sourced essential oils, it’s a clean burn for a clear mind. Light it up and let the authentic aroma remind you to take up space, unapologetically.
• •Headline: Shop Your Values. Support Queer Creators. Body: "At Farmers & Co., every purchase empowers an independent queer artist. We've curated a collection of unique, high-quality goods—from home decor to apparel—that you can't find anywhere else. Find something that speaks to you and join a community that celebrates authenticity. #FarmersAndCo #QueerOwned"