Brand Tone

Artistic & Visionary, Nature-Inspired & Organic, Intricate & Handcrafted, Ethereal & Mystical, Transformative & Empowering, Quietly Rebellious/Subversive, Thoughtful & Instinctive

Brand Values

• •Artisanship & Craftsmanship
• •Nature & The Natural World
• •Transformation & Metamorphosis
• •Authenticity & Uniqueness
• •Sustainability & Eco-consciousness
• •Collaboration & Respect
• •Quiet Innovation

Best Practices

• •Embrace Poetic & Evocative Language: Use rich, descriptive words that reflect the ethereal, natural, and artistic qualities of the work. Think whispers, weaves, invocation, elemental, alchemy.
• •Highlight the Handmade & Artisanal: Consistently emphasize the handcrafted, meticulous, intricate, and time-honored aspects of the creative process, contrasting with mass production.
• •Weave in Nature Consistently: Reference specific inspirations like Icelandic flora, wildflowers, insects, moss, and the broader elemental or organic world in product descriptions and storytelling.
• •Speak to Transformation & Mystique: Use language that suggests a deeper experience or meaning beyond the physical object, touching on transformation, empowerment, myth, and the supernatural.
• •Maintain an Authentic, Thoughtful Voice: Reflect James Merry's own descriptions of his process – intuitive, sometimes rebellious but polite, deeply connected to his materials and surroundings. Avoid overly commercial or hype-driven language. Let the artistry speak.

Social Perception

Highly Respected Artist, Closely Associated with Björk, Innovative & Unique Style, Cult-like Following, Mysterious & Ethereal, Seen as an Influencer in Art/Fashion, Appreciation for Craftsmanship, Inaccessible to some, but intriguing

Copy Examples

• •From the heart of Iceland, where ancient flora whispers secrets to the wind. Discover the intricate world of James Merry – hand-embroidered artistry that weaves nature into wearable myth. Each stitch a story, each piece a transformation.
• •Beyond the veil. James Merry's masks are not just adornment, but an invocation of the ethereal. Handcrafted with meticulous detail, they explore the delicate dance between the human and the elemental. Dare to transform.
• •Reclaiming the mundane. James Merry’s iconic sportswear embroidery breathes organic life into urban symbols. A quiet rebellion, delicately stitched – where nature’s artistry meets handcrafted defiance.
• •Inspired by the tenacious beauty of Icelandic wildflowers and the intricate patterns of the unseen world. James Merry invites you to explore a collection where meticulous craftsmanship and visionary design intertwine. Adorn yourself with the wild.
• •The alchemy of hand and material. James Merry’s creations – from delicate embroidery to sculptural masks and visionary metalwork – are born from an instinctive process, celebrating the transformative power of nature and the enduring beauty of craft.