Brand Tone

Friendly and Approachable, Nostalgic and Whimsical, Authentic and Handmade-focused, Proudly Local (West Virginian)

Brand Values

• •Craftsmanship and Quality
• •Originality and Artistic Expression
• •Connection and "Kinship"
• •Appreciation for Imperfection and Vintage Charm
• •Supporting Independent Artists
• •Regional Pride/Identity

Best Practices

• •Embrace Imperfect, Poetic Language: Use descriptive, slightly whimsical, and evocative language that reflects inspirations like "starry nights" and "peeling paint." Avoid overly corporate or sterile phrasing.
• •Tell a Story: Infuse copy with narratives, whether it's the inspiration behind a design, the handmade process, or the feeling the product evokes. Connect items to memories, places (especially West Virginia), and emotions.
• •Keep it "Cozy" and Approachable: Use warm, friendly, and inclusive language. Make the audience feel like part of the "kinship." Address them directly and personally where appropriate (e.g., "for you & yours").
• •Highlight Craftsmanship and Origin: Consistently mention the "hand-printed" nature of items, the West Virginia roots, and the work of independent artists. This reinforces authenticity and quality.
• •Develop a "Voice Guide" with Key Phrases and Inspirations: Create an internal document that lists core inspirations (e.g., "mountain mornings," "vintage keepsakes"), preferred adjectives (e.g., "cozy," "soft," "charming"), and a "do's and don'ts" list for tone to ensure everyone writing for the brand is aligned.

Social Perception

Positive for Product Quality and Design, Seen as a Good Source for Gifts, Appreciated for Unique, Arty Style, Good Customer Service (Generally), Recognized by Media and Celebrities

Copy Examples

• •Freshly printed and full of mountain morning magic 🌄✨ Our new [Shirt Name] tee is softer than a cloud and designed to feel like an old friend from the very first wear. Hand-drawn here in our West Virginia workshop, just for you & yours. #KinshipGoods #HandmadeWithLove #CozyStyle #WestVirginiaMade #VintageInspired
• •Bring a little starlight and story into your home. Our latest collection of cozy home goods is inspired by dusty keepsakes and the charm of imperfection. Perfect for making your space uniquely yours. Explore the collection at kinshipgoods.com. #KinshipHome #CozyLiving #VintageCharm #IndependentDesign #ShopSmall
• •Email newsletter subject line: A little warmth from West Virginia for your inbox... Email body snippet: Hey Kin! We've been busy as bees in the workshop, dreaming up new designs inspired by the changing seasons and the simple joy of a well-loved belonging. Discover what's new and find a little piece of cozy to call your own...
• •Remember those perfectly worn-in sweatshirts from your favorite adventures? We made one just like it. Our [Sweatshirt Name] is crafted for ultimate comfort, inspired by crisp mountain air and labors of love. It’s more than just a sweatshirt; it’s a future heirloom. #MadeInWV #ComfortIsKey #StorytellingThreads
• •A short, aesthetically pleasing video showing the screen-printing process of a popular design, set to folk music. Text overlay: From our hands to yours ✨ Cozy things, made with love in West Virginia. #KinshipGoods #HandPrinted #SlowFashion #ArtsyVibes #SupportSmall