Brand Tone

aspirational, warm, and thoughtful

Brand Values

• •Quality & Craftsmanship
• •Intentional Living
• •Authenticity & Storytelling
• •Aesthetic & Design
• •Connection

Best Practices

• •Lead with the "Why": Always start with the purpose and emotion behind a product, not just its features. Instead of "12-inch wooden board," say "A board crafted for sharing and celebrating." This reinforces the value of intentionality.
• •Use Sensory and Emotive Language: Words like "warmth," "quiet," "joy," "timeless," and "handcrafted" evoke the desired feeling. Describe the texture, weight, and experience of using the product to connect with the customer on a deeper level.
• •Tell the Story: Whether it's the founder's journey or the artisan's process, weave storytelling into every piece of communication. This builds authenticity and distinguishes the brand from competitors.
• •Maintain a Personal and Warm Voice: Use "we" and "you" to create a direct and personal connection with the customer. Frame the brand as a knowledgeable and passionate friend offering advice on creating a beautiful home.
• •Emphasize "Fewer, Better Things": Consistently reinforce the philosophy of mindful consumption. The copy should always justify the quality and longevity of the products, positioning them as investments for the home rather than disposable trends. This aligns with the core values of craftsmanship and intentional living.

Social Perception

A premium, boutique retailer for curated home goods, perceived as a trustworthy, tasteful, sophisticated, and reliable source for high-quality, aesthetically pleasing products, distinguished by the founder's personal narrative.

Copy Examples

• •More than a mug, this is the vessel for your morning ritual. Hand-thrown by artisans who share our passion for timeless design, its gentle curve fits perfectly in your hands, turning a simple cup of coffee into a moment of quiet intention. Begin your day with beauty.
• •Subject: Curated for a life well-lived. We believe the objects we surround ourselves with should tell a story. Our new collection is a celebration of that belief—a thoughtfully curated selection of handcrafted goods designed to bring warmth, beauty, and intention to your home. Discover pieces that aren’t just made, but are made with meaning.
• •Your home is a feeling. We find the pieces that bring it to life. Explore our collection of goods crafted with purpose and designed for a more intentional life.
• •Leah O'Connell Design Shop was born from a simple idea: that a well-designed object can elevate the everyday. We travel, we connect with artisans, and we carefully select every item, not just for its beauty, but for the story it holds and the joy it can bring to your home.
• •Image: A beautifully styled shot of a wooden serving board with cheese and fruit. Caption: Hospitality is love in action. Our hand-carved serving boards are designed to be the centerpiece of your gatherings, turning shared moments into lasting memories. Crafted from sustainably sourced wood, each piece carries the unique story of its grain. #IntentionalLiving #ArtisanGoods #TheArtOfHosting