Brand Tone

Authentic, Inspiring, and Warm.

Brand Values

• •Sustainability
• •Ethical Sourcing
• •Craftsmanship & Quality
• •Transparency
• •Community

Best Practices

• •Lead with the 'Why': Always connect products back to the brand's core values. Don't just sell a candle; sell a moment of handcrafted tranquility that supports a small artisan business.
• •Use Storytelling: Share the stories behind the products and their creators. This builds an emotional connection with the audience and reinforces the values of craftsmanship and transparency.
• •Speak Like a Person, Not a Corporation: Use warm, accessible language. Phrases like "We believe," "Our makers," and "You're helping to..." create a sense of shared purpose and community. Avoid overly technical or sales-heavy language.
• •Educate, Don't Preach: Provide helpful information and tips about sustainable living. Position the brand as a helpful guide on the consumer's journey. This builds trust and authority without making people feel judged for their current habits.
• •Create a Tone of Voice Guide: Develop a formal document that outlines the brand's tone, key messaging points, "words we use" (e.g., sustainable, artisanal, conscious), and "words we avoid" (e.g., cheap, discount, mass-produced). This ensures consistency across all platforms and team members.

Social Perception

The goal is for "Good Stuff Shop" to be perceived as a trusted and authoritative leader in the conscious consumer market. Customers see the brand as more than just a retailer; they view it as a partner in their journey toward a more sustainable lifestyle. It is seen as authentic, mission-driven, and deeply committed to its values. Online reviews and social media mentions would ideally praise the product quality, the brand's ethical standards, and its beautiful, inspiring content.

Copy Examples

• •Meet the 'Morning Ritual' Mug. Hand-thrown by artisans in Porto, each mug is a testament to slow living and sustainable craft. Made with locally sourced clay and a non-toxic glaze, it’s designed to make your daily coffee not just a routine, but a cherished moment. By choosing this mug, you're not just buying a beautiful object; you're supporting a small, family-run studio that keeps a wonderful tradition alive. #GoodStuff #EthicalHome #SlowLiving
• •We started Good Stuff Shop with a simple idea: that the things we bring into our homes shouldn't come at the expense of our planet or the people who make them. We partner with independent makers and ethical brands who share our commitment to quality and sustainability. Here, every item has a story, and every purchase makes a positive impact.
• •Say goodbye to single-use plastic and hello to fresher food. Our vibrant beeswax wraps are handcrafted from organic cotton, sustainably harvested beeswax, jojoba oil, and tree resin. Perfect for wrapping sandwiches, covering bowls, or keeping herbs fresh. A beautiful, simple swap for a healthier kitchen and a happier planet. Just use, rinse, and reuse.
• •Inside: Stories of Change & New Artisanal Goods
• •Tired of mass-produced? Discover a place where quality, ethics, and style meet. Good Stuff Shop offers a curated collection of sustainable goods for your home and life, all sourced from makers who care. Shop our new arrivals and find something truly special. #ShopEthical #SustainableLiving #ArtisanMade