Brand Tone

Aspirational & Curated, Chic & Understated, Inspiring & Creative, Welcoming & Convivial, Conscious & Thoughtful

Brand Values

• •Curiosity & Discovery
• •Quality & Aesthetics
• •Generosity & Social Responsibility
• •Authenticity & Eclecticism
• •Lifestyle & Experience
• •Sustainability & Conscious Consumption

Best Practices

• •Embrace Understated Elegance: Avoid overly loud, aggressive, or overtly "salesy" language. Opt for sophisticated, graceful, and subtly persuasive wording. The style is often about showing rather than telling.
• •Focus on Curation and Discovery: Use language that highlights the special, handpicked nature of the products and the joy of finding something unique. Words like "discover," "curated," "selected," "explore," and "unveil" fit well.
• •Weave in the "Why": Subtly remind the audience of MERCI's deeper values – its philanthropic roots, its commitment to quality, its appreciation for the story behind objects, or its move towards sustainability.
• •Evoke a Sense of Place and Experience: MERCI is intrinsically linked to Paris and the unique experience of its physical store. Let the copy transport the reader, suggesting the atmosphere, the light, the feeling of being in a special, inspiring environment.
• •Maintain a Warm and Human Touch: While chic and curated, the tone should remain welcoming and approachable. The copy should feel like an invitation from a knowledgeable and passionate friend, rather than an impersonal corporation. Phrases that suggest community, shared values, or the simple pleasures of life can reinforce this.

Social Perception

Iconic Parisian Destination, Trendsetter & Influencer, Philanthropic & Ethical, Source of Inspiration, High-Quality but Potentially Expensive, More Than a Shop

Copy Examples

• •Instagram Post (New Homeware Collection): Unveiling textures that tell a story. Our latest homeware edit is an ode to quiet luxury and the art of everyday beauty. Discover pieces that resonate. #MerciParis #HomewarePoetry #CuratedLiving
• •Website Banner (General Brand Message): MERCI: More than a selection, it's a spirit. Explore unique finds, timeless design, and the joy of thoughtful discovery. Paris, and now, your home.
• •Facebook Ad (Promoting In-Store Experience/Café): Pause, reflect, indulge. Step into MERCI, where curated design meets the warmth of our Used Book Café. Your Parisian moment awaits. 111 Bd Beaumarchais. #MerciExperience #ParisianChic #ConceptStore
• •Product Description (Linen Bedding): Embrace the imperfect elegance of our washed linen. Softening with every touch, transforming your sleep into a gentle ritual. Crafted for life, designed with care. #MerciLinen #SustainableStyle #SimpleLuxury
• •Email Newsletter Subject Line (Announcing a Collaboration): MERCI x [Collaborator Brand]: A Meeting of Minds, A Celebration of Craft.