Brand Tone

Curated & Artistic, Warm & Welcoming, Mindful & Authentic, Locally Connected & Community-Oriented, Slightly Eclectic & Cool

Brand Values

• •Quality & Design
• •Artisanship & Uniqueness
• •Customer Experience
• •Curation & Thoughtfulness
• •Community Support
• •Beauty & Joy

Best Practices

• •Emphasize 'Curated' and 'Hand-Picked': Consistently use language that highlights the deliberate and thoughtful selection process behind the products. Words like 'curated,' 'hand-selected,' 'artisanal,' 'unique,' and 'thoughtfully chosen' reinforce this.
• •Maintain a Warm and Personal Voice: Address the audience in a friendly and inviting manner. Use words like 'discover,' 'explore,' 'joy,' 'beautiful,' and 'special.' When appropriate, share the stories behind products or artisans to create a personal connection.
• •Showcase Quality and Craftsmanship: Use descriptive adjectives that speak to the quality, design, and origin of the items (e.g., 'exquisite craftsmanship,' 'well-designed,' 'locally sourced,' 'handmade').
• •Reflect Community and Authenticity: Incorporate mentions of local artisans, the Durham community, and the idea of 'authentic' living or gift-giving. This grounds the brand in its local identity and values.
• •Keep it Elegant and Inspiring: While warm and friendly, the language should also maintain a sense of elegance and inspiration, aligning with the 'beautiful goods' and 'mindful accessorizing' aspects of the brand. Avoid overly casual slang while still being approachable.

Social Perception

Highly Positive, Trusted & Respected, A Go-To for Unique Gifts, Charming & Enjoyable Destination, Representative of Durham's Independent Spirit

Copy Examples

• •Instagram Post (Image: Beautifully arranged artisan jewelry): Discover the art of adornment. Each piece in our collection is hand-selected for its unique story and exquisite craftsmanship. Find your next treasure at Indio. ✨ #IndioDurham #ArtisanJewelry #UniqueGifts #ShopLocalDurham #CuratedCollection
• •Facebook Ad (Image: Cozy shot of home goods like candles and ceramics): Bring warmth and wonder into your home. Our thoughtfully curated selection of home goods, from handcrafted ceramics to artisanal candles, is chosen to inspire a beautiful life. Visit us in Brightleaf Square or explore online [if applicable]. #IndioDurham #HomeDecor #ArtisanMade #MindfulLiving #DurhamNC
• •Email Newsletter Snippet (Subject: Handpicked for You: New Arrivals at Indio): Hello [Customer Name], Step into a world of curated beauty. This week, we're thrilled to introduce [mention a new product or artist], perfect for adding a touch of authentic charm to your space or gifting to someone special. Explore the collection and experience the joy of discovery at Indio. #IndioFinds #BeautifulGoods #SupportArtisans
• •Website Homepage Banner (if it were active): Indio: Beautiful Goods & Gifts. A curated collection of unique, artisan-made treasures for a thoughtfully accessorized life. Shop with us in Durham or online.
• •In-Store Signage/Tagline: Indio: Where every piece tells a story. Discover authentic gifts and mindful treasures, handpicked for you.