Brand Tone

sophisticated, curated, and design-focused

Brand Values

• •Design Excellence
• •Quality and Craftsmanship
• •Uniqueness and Curation
• •Integration and Experience
• •Stimulating the Senses
• •Timelessness and Simplicity
• •Sustainability (implied)

Best Practices

• •Develop a Brand Voice Guide: Document the M11 tone (sophisticated, curated, design-focused), key vocabulary (e.g., "curated," "considered," "timeless," "unique design"), and examples of on-brand and off-brand messaging. Share this with anyone creating content.
• •Focus on "Why": Beyond describing what a product is, explain *why* it was selected for M11. Connect it back to values like design excellence, quality, or the sensory experience.
• •Use Evocative Language: Employ descriptive and evocative words that appeal to a design-conscious audience. Words like "artisanal," "sculptural," "refined," "handpicked," and "distinctive" can enhance the sophisticated tone.
• •Maintain Visual Consistency: Ensure that the tone of the copy is reflected in the visual presentation across all platforms (website, social media). High-quality imagery and a clean, aesthetically pleasing design will reinforce the brand's message.
• •Review and Refine Regularly: Periodically review all public-facing copy to ensure it consistently aligns with the defined brand tone and values. Gather feedback and make adjustments as needed to maintain a strong and coherent brand identity.

Social Perception

stylish, high-quality concept store that focuses on a curated lifestyle experience appealing to individuals interested in design, fashion, and unique home goods.

Copy Examples

• •Discover M11: Where design breathes and every object tells a story. Explore our curated collection of fashion, home, and lifestyle pieces, handpicked to inspire your world.
• •Elevate your everyday. From timeless apparel to unique homewares, M11 brings you considered design that seamlessly blends form and function.
• •More than a shop, M11 is an experience. Born from a passion for architecture and fine taste, we invite you to explore a world where every detail matters.
• •The Art of Gifting, Redefined. Find unique treasures at M11 that speak volumes, chosen with care for the discerning eye.
• •New Arrivals: Explore the latest additions to the M11 collection – thoughtfully selected pieces that embody contemporary design and enduring quality.