Brand Tone

aspirational, serene, and thoughtfully curated

Brand Values

• •Connection to Nature
• •Support for Local & Canadian Craftsmanship
• •Curated Quality & Timelessness
• •Mindful Well-being
• •Authentic Lakeside Lifestyle

Best Practices

• •Use Evocative, Sensory Language: Write copy that appeals to the senses and paints a picture. Use words like "serene," "cozy," "handcrafted," "natural," "calm," and "timeless" to reinforce the brand's feel. Describe the texture of a blanket or the scent of a candle.
• •Tell the Story Behind the Product: Whenever possible, highlight the origin of a product. Mention if it's "Handmade in Canada," "Locally sourced," or designed by a specific artisan. This adds value and aligns with the brand handcrafted home
• •Settle In for the Season. Discover our curated collection of cozy textiles, warm scents, and enduring home decor designed to make your home a sanctuary this winter. #WinterAtTheLake #CanadianCozy
• •Time for you. Our soothing, natural self-care products are here to help you unwind and reconnect. Made with gentle ingredients to enhance your well-being. Shop the collection in-store or online. [Link] #SelfCare #NaturalBeauty #Muskoka
• •Drape it over your favourite armchair or layer it on your bed for an extra touch of warmth. This timeless wool blanket, crafted with care in Canada, is more than just a cozy accessory—it's an invitation to slow down, get comfortable, and enjoy the simple comforts of home. Enduring style and exceptional quality, designed for lakeside life and beyond.
• •Just In: Pieces of tranquility for your home

Social Perception

The brand is perceived positively, closely tied to the appeal of the Muskoka region. It is seen as a source for tasteful, unique, high-quality items that capture the essence of Muskoka living, a premium yet accessible retailer for both locals and tourists seeking a lakeside aesthetic.

Copy Examples

• •Morning moments, made better. Our new collection of Canadian-made ceramic mugs has arrived. Each one is uniquely shaped to make your first sip of the day a quiet ritual. Embrace the calm of the lake. #OfTheLake #MuskokaLiving #HandcraftedHome
• •Settle In for the Season. Discover our curated collection of cozy textiles, warm scents, and enduring home decor designed to make your home a sanctuary this winter. #WinterAtTheLake #CanadianCozy
• •Time for you. Our soothing, natural self-care products are here to help you unwind and reconnect. Made with gentle ingredients to enhance your well-being. Shop the collection in-store or online. [Link] #SelfCare #NaturalBeauty #Muskoka
• •Drape it over your favourite armchair or layer it on your bed for an extra touch of warmth. This timeless wool blanket, crafted with care in Canada, is more than just a cozy accessory—it's an invitation to slow down, get comfortable, and enjoy the simple comforts of home. Enduring style and exceptional quality, designed for lakeside life and beyond.
• •Just In: Pieces of tranquility for your home