Brand Tone

aspirational, warm, and thoughtful

Brand Values

• •Artisanship & Craftsmanship
• •Curation & Quality
• •Mindful Consumption
• •Community & Connection
• •Aesthetic & Simplicity

Best Practices

• •Lead with the Story: Always start with the human element. Who made it? Where is it from? What makes it special? The narrative is more important than just listing features.
• •Use Sensory and Emotive Language: Use descriptive words that evoke feeling and touch. Instead of "nice candle," use "a hand-poured candle with notes of cedar and sage that fills the room with warmth."
• •Maintain Visual Consistency: Ensure all photography and graphics align with the clean, bright, and minimalist aesthetic. The visual tone is just as important as the written one.
• •Engage with Warmth and Personality: When responding to comments or inquiries, be personal and friendly. Use "we" and "you" to create a conversational feel. Avoid overly corporate or automated-sounding language.
• •Create a "Voice and Tone" Guide: Document the brand’s core values and tone of voice. This guide should include keywords to use (e.g., "artisan," "curated," "thoughtful," "small-batch") and words to avoid (e.g., "cheap," "deal," "mass-produced"). This ensures any person writing for the brand can maintain consistency.

Social Perception

The public perception of Local Assortment appears to be that of a trusted curator of beautiful, unique goods. Customers who value design, story, and supporting small makers are its key audience. The brand is seen as a source for unique gifts and home decor items that can't be found in mass-market stores. The emphasis on tailoring products to a community's preferences is a recognized strategy for building customer loyalty. The brand's social media presence reinforces this perception through a visually cohesive and engaging feed that builds a sense of community and trust.

Copy Examples

• •Your morning coffee, held by a work of art. Each of these mugs is hand-thrown by our artisan partners in Vermont, meaning no two are exactly alike. We love the weight of it in our hands and the way the glaze catches the morning light. A simple moment, made beautiful. #localassortment #handmademug #morningritual
• •Adorn Your Everyday. Our Per Lei New York collection is designed for effortless elegance. From hand-woven totes to minimalist jewelry, these are the pieces you’ll reach for time and again, each made with intention by our artisan partners. [Shop Accessories]
• •Subject: Find Your Calm | Introducing our new apothecary finds. In a world that’s always moving, find a moment of stillness. We've curated a new collection of all-natural, small-batch apothecary goods designed to soothe and restore. Think hand-poured candles with calming scents and nourishing balms made from just a few pure ingredients. Explore the collection and treat yourself.
• •(Image of the inviting storefront) Come say hello! We're here in Beacon until 6 p.m. today. We love nothing more than helping you find the perfect gift, even if it's just for you. See what's new in-store this week. #beaconny #shoplocal #hudsonvalley
• •Tired of mass-produced decor? At Local Assortment, we believe your home should tell a story. We travel (both near and far) to find unique, artisan-made pieces that bring warmth, character, and soul to your space. Discover our curated collection of pillows, throws, ceramics, and more. Thoughtfully selected, just for you.