Brand Tone

Sophisticated & Elevated, Modern & Timeless, Intentional & Thoughtful, Warm & Approachable, Appreciative of Craftsmanship

Brand Values

• •Quality & Durability
• •Thoughtful Design & Functionality
• •Artisanal Production & Collaboration
• •Timeless Aesthetics
• •Creating a "Home"
• •Authenticity & Intentionality
• •Sustainability (in the sense of "buy less, just better")

Best Practices

• •Develop a Comprehensive Tone of Voice Guide: Document the key characteristics of your brand's tone (e.g., sophisticated, warm, intentional), provide examples of "do's and don'ts," and list preferred vocabulary. This ensures everyone writing for the brand is aligned.
• •Focus on "Intentional Living" and "Thoughtful Design": Weave these core concepts into product descriptions, blog posts, and social media. Explain the "why" behind a product’s design or material choice, emphasizing its purpose and the care taken in its creation.
• •Highlight Quality and Craftsmanship Subtly: Instead of just saying "high quality," describe the materials, the artisanal process, or the unique details that contribute to the product's superior nature. (e.g., "Stonewashed for an exceptionally soft hand-feel," "Mouth-blown by skilled glass artisans").
• •Maintain Visual and Textual Harmony: Ensure the copy complements the brand's clean, modern, and warm aesthetic. Use clear, concise language that is elegant but not overly verbose or pretentious. Let the beautiful imagery and the thoughtful words work together.
• •Emphasize Timelessness over Trends: Position products as long-lasting investments rather than fleeting fads. Use language that suggests enduring style, versatility, and the ability to integrate seamlessly into various personal aesthetics. Talk about creating a home that evolves with the owner, supported by pieces that stand the test of time.

Social Perception

Generally, customers and the public perceive Hawkins New York as a brand offering high-quality, beautifully designed, and unique homewares. They are seen as a go-to for stylish, modern, yet warm home essentials. The brand is associated with a sophisticated and curated lifestyle. Aspirational yet Accessible. Appreciation for Aesthetics.

Copy Examples

• •Product (Essential Glassware): Sip in style. Our Essential Glassware is hand-blown from resilient borosilicate glass, designed for a light feel and lasting clarity. Modern in form, timeless in appeal – perfect for everyday moments and special gatherings alike. Because beautiful utility should be part of your daily ritual.
• •Brand Story Snippet (Website About Us): At Hawkins New York, home is our muse. We believe in objects with intention – pieces that blend thoughtful design with enduring quality. From our hands to yours, we curate and create homewares that invite warmth, inspire calm, and help you tell your unique story, one beautiful detail at a time.
• •Social Media Post (New Bedding Collection): Introducing our latest linen collection: where conscious comfort meets quiet luxury. Crafted in partnership with family-owned Portuguese mills, each piece is a testament to slow craft and soft, breathable quality. Transform your sanctuary. #HawkinsNewYork #LinenLove #IntentionalLiving
• •Email Subject Line (Seasonal Promotion): Elevate Your Everyday: Discover Timeless Pieces for a Considered Home
• •Product Description (Ceramic Dinnerware): Gather around a table set with intention. Our stoneware dinnerware, handcrafted by artisans, brings a touch of organic elegance to every meal. Durable enough for daily life, yet refined for any occasion, each piece is a quiet celebration of form and function.