Brand Tone

Elegant, Nurturing, and Thoughtful

Brand Values

• •Quality and Craftsmanship
• •Curated Simplicity
• •Everyday Luxury
• •The Joy of Giving

Best Practices

• •Use a Refined Vocabulary: Consistently choose elegant and evocative words. Swap "nice" for "exquisite," "good" for "finely crafted," and "useful" for "essential." This elevates the perceived quality of the products.
• •Focus on "How it Feels": Don't just describe what a product is; describe the feeling it evokes. Does it bring comfort, calm, joy, or a sense of celebration? Connect the product to an emotion.
• •Maintain a Personal and Warm Tone: Use "you" and "your" to speak directly to the customer. Frame the brand as a thoughtful guide helping them create a beautiful life, rather than just a faceless store.
• •Tell the Story of Curation: Remind the audience that the products are not random but "thoughtfully selected," "carefully curated," or "chosen for their unique character." This reinforces the brand's value of providing a trusted edit.
• •Emphasize a Slower, More Intentional Lifestyle: The copy should stand in contrast to the fast-paced, disposable culture. Use phrases that encourage mindfulness and appreciation, such as "savour the moment," "simple pleasures," and "timeless design."

Social Perception

Gibson and Bruce is perceived as a discerning, trustworthy, and boutique-style retailer. Customers view it as a reliable source for high-quality gifts, a niche store with a distinct, elegant aesthetic, and a brand for those who appreciate fine details and a curated lifestyle. It is seen as more personal and specialized than a large, mass-market retailer.

Copy Examples

• •The Art of Atmosphere. Introducing our new collection of hand-poured soy candles. Each fragrance is thoughtfully blended to transform your space into a sanctuary of calm and comfort. Discover the scent that tells your story.
• •Give Beautifully. Find the perfect expression of your affection. Our curated collection of timeless gifts is selected to bring joy and elegance to the ones you cherish most.
• •Wrap yourself in warmth. Crafted from the finest materials, our new luxury throw is designed for moments of pure comfort. The perfect companion for a quiet evening, a good book, and a gentle pause.
• •At Gibson and Bruce, we believe that beauty lies in the details. We began with a simple idea: to curate a collection of homeware and gifts that inspire a more thoughtful and beautiful way of living. Each item is chosen with care, intended to bring a touch of everyday luxury into your home.
• •Elevate Your Everyday. Your home should be your haven. From elegant serveware to soothing home fragrances, our carefully selected pieces are designed to bring a quiet, lasting beauty to your daily rituals. Explore the Gibson and Bruce collection.