Brand Tone

Chic, Cozy, and Curated

Brand Values

• •Quality and Design
• •Community and Culture
• •Discovery and Delight
• •Warmth and Welcome

Best Practices

• •Use Evocative and Sensory Language: Incorporate words that evoke feelings of comfort, quality, and style. Terms like "soft," "warm," "elegant," "hand-picked," "aromatic," and "timeless" reinforce the "Chic, Cozy, and Curated" tone.
• •Highlight the Curation Story: When introducing new products, briefly mention why they were chosen. This reinforces the "Curated" value.
• •Maintain a Clean and Aesthetically Pleasing Visual Identity: The copy should always be paired with high-quality, well-lit photos and graphics that match the modern, clean aesthetic. The visual tone is just as important as the written one.
• •Balance Brand and Product Mentions: Seamlessly weave in the names of the quality brands you carry (e.g., Meraki, Ib Laursen). This builds credibility and appeals to customers who are searching for specific high-end products, while positioning Kram as the expert curator of these brands.
• •Adopt a Welcoming and Personal Voice: Whether writing a social media caption or an email, use a warm and inviting tone. Phrases like "Discover for yourself," "We can't wait for you to see," and "Welcome to Kram" make the customer feel like a valued guest, mirroring the in-store experience.

Social Perception

Kram Stykkishólmi is perceived very positively by both locals and tourists as a charming Icelandic shop offering authentic, high-quality, and unique gifts. It is seen as tasteful, trustworthy, and an integral part of the Stykkishólmi experience, with overwhelmingly positive sentiment.

Copy Examples

• •Embrace the Icelandic chill in style. Our new collection of cozy knits from [Brand Name] has arrived, blending timeless design with unparalleled warmth. Perfect for fireside evenings and coastal strolls. Discover your new favorite sweater in-store and online. #KramStykkisholmi #CozyChic #IcelandicStyle
• •Transform your house into a sanctuary. From minimalist vases by House Doctor to hand-poured scented candles, our curated home collection is chosen to bring a sense of calm and beauty to your space. Explore the art of living beautifully with Kram. #KramHome #CuratedLiving #ScandinavianDesign
• •Find the Perfect Something. Our curated gift collection is filled with unique treasures for every occasion—luxurious soaps from The English Soap Company, playful Jellycat toys, and gourmet treats from Nicolas Vahé. Give a gift they'll truly love. #GiftsFromKram #UniqueFinds #Stykkisholmur
• •TikTok Video Idea: Short, fast-paced video cutting between different products like a scented candle, new dress, rug, wooden toys. Text overlay: "Your happy place is here. ✨" #KramFinds #ShopLocalIceland #Aesthetic
• •Email Newsletter Subject: Just In: Your Weekly Dose of Beautiful. Body: Hello [Customer Name], step into the new season with fresh finds, carefully selected for you. Discover elegant new apparel from Coster Copenhagen, charming Moomin mugs for your morning coffee, and much more. Your journey to a more beautiful life starts here. [Shop Now] button.