Brand Tone

Passionate, Personal, and Curated

Brand Values

• •Appreciation for Quality and Design
• •The Joy of Sharing
• •Conviviality and Experience
• •Authenticity

Best Practices

• •Always Tell a Story: Whether it's about the origin of a product, the creator behind it, or the experience it provides, frame your copy within a narrative. This reinforces the personal, curated value of the brand.
• •Use "Passionate" and "Personal" Language: Employ words like "passion," "dream," "journey," "favorite," "discovered," and "love." Write as if you are personally recommending a treasured find to a good friend.
• •Emphasize Curation: Consistently use terms like "hand-picked," "carefully selected," "exclusive," and "unique." This justifies the product mix and price point, positioning the brand as a tastemaker.
• •Focus on the Experience, Not Just the Product: Sell the feeling the cozy evening, the celebratory dinner, the perfect gift. The product is the key to that experience. For example, instead of "We sell candles," try "Light up your evenings with scents that transport you."
• •Maintain Visual and Textual Harmony: Ensure the warm, curated, and personal tone of the copy is always matched by high-quality, aesthetically pleasing, and authentic visuals across all platforms. The words and images must tell the same story.

Social Perception

The public perceives Frieda & August as a high-quality, charming, and authentic destination. Customers consistently highlight the exceptional atmosphere, unique and high-quality products, and passionate, friendly service. Overall, it is viewed as a valuable local gem that positively contributes to the city of G orlitz.

Copy Examples

• •Some stories are best told over a glass of wine. Our latest discovery, a vibrant Riesling from a small family vineyard, has a story we can't wait for you to hear. It speaks of sunny slopes and passionate winemakers. Who would you share this story with? #friedaaugust #winestories #handpicked #g orlitz
• •More Than a Store. It's Our Passion. Welcome to Frieda & August, a collection of hand-picked treasures for your home, your table, and your life. Discover the story behind every piece.
• •A taste of August's heritage. This golden olive oil comes from a small grove in Italy, where tradition is everything. Drizzle it on fresh bread, and you're not just tasting oil you're tasting sunny afternoons and generations of passion. A true hand-picked delight.
• •Looking for a special piece of G orlitz? At Frieda & August, we've curated a world of beautiful things, from exclusive wines to unique designs for your home. Stop by our concept store on [Street Name] and find something that tells a story. #conceptstore #goerlitz #specialgifts
• •A little something for you: Our new collection is here.