Brand Tone

thoughtful, authentic, and quietly sophisticated

Brand Values

• •Craftsmanship
• •Ethical Sourcing & Sustainability
• •Quality & Durability
• •Authenticity & Storytelling
• •Community
• •Mindful Consumption
• •Timelessness & Beauty

Best Practices

• •Develop a Brand Voice Guide: Document key tone characteristics (thoughtful, authentic, quietly sophisticated, mindful, appreciative), preferred vocabulary (e.g., "artisanal," "handcrafted," "sustainable," "considered," "timeless" vs. overly trendy slang), and things to avoid (e.g., aggressive sales language, excessive hype, overly casual or flippant remarks).
• •Focus on Storytelling: Consistently weave in the narratives of the artisans, the provenance of the materials, or the inspiration behind a design. This reinforces the values of authenticity and craftsmanship.
• •Emphasize Benefits Beyond the Product: Highlight how a product supports ethical practices, brings lasting quality, or contributes to a more mindful lifestyle, rather than just focusing on features.
• •Maintain Visual-Verbal Cohesion: Ensure the language used in copy complements the brand's minimalist, natural, and high-quality visual aesthetic. The words should feel as curated and intentional as the images.
• •Review and Refine Regularly: Periodically review all brand communications (website copy, social media posts, emails) to ensure the tone remains consistent and aligned with the core brand values, adapting slightly if needed while preserving the essence.

Social Perception

premium, niche boutique that offers high-quality, unique, and ethically sourced products

Copy Examples

• •Instagram Post (New Ceramic Collection): Each curve and subtle glaze tells the story of its maker. Our new collection of hand-thrown ceramics from [Artisan Name] brings a quiet beauty and enduring craftsmanship to your daily rituals. Discover pieces made to be cherished, slowly and intentionally. #FieldstudyShop #HandcraftedHome #ArtisanMade #SlowLiving
• •Website Product Description (Alpaca Sweater): Woven from the softest, ethically sourced alpaca wool, this sweater is more than just a garment; it's an embrace of warmth and timeless design. Crafted by skilled hands in [Region/Country], its enduring quality promises comfort for seasons to come. A piece to live in, reflecting a commitment to sustainable luxury and conscious choices. #EthicalFashion #SustainableStyle #AlpacaWool
• •Email Newsletter Snippet (Highlighting Sustainability): At Fieldstudy, we believe in the beauty of longevity. This month, we’re celebrating the artisans who share our commitment to sustainable practices – from reclaimed materials to natural dyes. Choosing consciously means investing in pieces that not only enrich your life but also honor our planet. Explore their stories and discover goods with an honest provenance. #ConsciousConsumption #SustainableDesign #FieldstudyValues
• •Facebook Ad (Targeting Local Shoppers): Find meaning in the objects you bring into your life. Fieldstudy, located in the heart of Mission, offers a curated selection of ethically sourced apparel, home goods, and accessories from North American artisans. Step away from the disposable and embrace enduring quality and craftsmanship. Visit us at [Address] or explore online. #ShopLocalYYC #Fieldstudy #ArtisanGoods #ThoughtfulGifting
• •"About Us" Page Excerpt: Fieldstudy began with a simple idea: to connect with the stories woven into the objects we use every day. Inspired by the thoughtful traditions of anthropological study, we seek out artisans who pour their heart and soul into their craft. Our collection is a testament to their skill—a curated offering of goods chosen for their beauty, functionality, and honest provenance, designed to be loved for a lifetime.