Brand Tone

Curated & Considered, Stylish & Design-Led, Informative & Direct, Approachable & Helpful (aspirational), Understated & Sophisticated

Brand Values

• •Curation
• •Design & Aesthetics
• •Quality
• •Lifestyle Focus
• •Customer Experience (developing)

Best Practices

• •Develop a Tone of Voice Guide: Internally document the key characteristics of HUH. Store's tone (Curated, Stylish, Informative, Approachable, Understated) with examples of "do's and don'ts" for all team members who create content.
• •Emphasize "Curation" and "Considered Choices": Consistently use language that reflects the thoughtful selection process. Words like "curated," "selected," "edited," "considered," and "thoughtful" reinforce this core value.
• •Maintain Visual and Textual Harmony: Ensure the minimalist, design-led aesthetic of the visuals is matched by clear, concise, and sophisticated copy. Avoid overly casual slang or overly verbose descriptions.
• •Be Transparent and Empathetic in Customer Service: While the overall tone is sophisticated, customer service communications should be empathetic, clear, and solution-oriented, especially when addressing issues like stock discrepancies or delays. This helps build trust and manage negative perceptions.
• •Focus on the Story and Lifestyle: Stemming from its magazine roots, HUH. Store can weave in more storytelling around the brands they stock, the design principles behind products, or how items fit into a contemporary lifestyle. This adds depth beyond just product features.

Social Perception

Generally perceived as a legitimate and good source for curated design and lifestyle products. However, inconsistencies in stock management and customer service can lead to a mixed experience for some. The brand seems aware of this and has mechanisms in place to address complaints.

Copy Examples

• •Elevate your everyday. Discover the new [Brand Name] collection – thoughtfully selected pieces to bring lasting style and calm to your space. Explore now at HUH. Store.
• •Beyond trends. [Clothing Brand]’s latest arrivals merge timeless design with modern utility. Curated for the considered wardrobe. Shop the edit at HUH. Store.
• •The HUH. Store Sale. Considered design, now more accessible. Discover enduring pieces for your home and wardrobe at up to 40% off. Limited time only.
• •(Image of a stylish lamp) Light up your moments. The [Product Name] lamp – where form meets function. Swipe up to bring this curated design home. #huhstore #designledliving
• •Inside HUH: Fresh Curations, Design Stories, and Your Weekly Dose of Inspiration.