Brand Tone

Artistic, Cultured, and Accessible

Brand Values

• •Accessibility of Art: "Art and design for everyone, ALWAYS and not for a MINORITY."
• •Quality and Aesthetics: "Maximum commitment to quality, aesthetics and originality."
• •Originality and Uniqueness: Offering unique works from artists and their own distinctive designs like the full-text literary prints.
• •Fairness: Negotiating fair margins with artists and maintaining market prices, even suggesting that buying from Minimae can be cheaper for the customer due to shipping and framing.
• •Passion for Discovery: "For more than three years we have been traveling the world (literally) to find EXCELLENT works of art."
• •Innovation: Transforming complete books into single art pieces is a novel concept.

Best Practices

• •Embrace the "Art for All" Philosophy: Ensure copy is inclusive and inviting, avoiding overly academic or elitist jargon. The goal is to make art and design feel approachable.
• •Highlight Uniqueness and Curation: Consistently emphasize what makes Minimae different – the unique artist collaborations, the innovative literary prints, and the careful selection process.
• •Use Storytelling: Share the stories behind the art, the artists, or the concepts (like the Gutenberg Project). This adds depth and connects with the audience on an emotional and intellectual level.
• •Maintain a Passionate and Slightly Enthusiastic Voice: Reflect the brand's "gold mine" excitement for discovering and sharing art. Let genuine passion for art and literature shine through the words.
• •Focus on Both Aesthetic and Intellectual Value: Appeal to both the customer's appreciation for beauty and their intellect. Words like "originality," "aesthetics," "masterpiece," and "iconic" can be balanced with the practical appeal of accessibility and fair pricing.

Social Perception

Based on the available information, the perception is that of a niche provider of unique, artful, and literature-based design objects. They are seen as a source for distinctive art prints, particularly their "Project Gutenberg by Minimae" which merges literature and visual art. The collaboration with "Librotea" from El País suggests a level of cultural credibility. The limited specific customer reviews make a broader public perception analysis challenging, but the brand's own communications aim to be perceived as a curator of taste and a champion of accessible art.

Copy Examples

• •Headline: Own a Masterpiece. Read it Too. Body: Experience literature like never before. Our Gutenberg Project prints an entire classic on a single, stunning art sheet. The ultimate conversation starter, the perfect gift for the bibliophile with an eye for design. Explore the collection.
• •Headline: Art Shouldn't Be a Luxury. It's a Necessity. Body: At Minimae, we travel the globe to unearth exceptional art that inspires, provokes, and beautifies – all without breaking the bank. Discover unique pieces you won't find anywhere else. Art for everyone, delivered.
• •Headline: Beyond the Bookstore: Wear Your Words. Body: From 'Don Quixote' to 'Alice in Wonderland,' see your favorite stories transform into breathtaking visual art. Minimae brings iconic texts to your walls in a way that's both intellectually stimulating and aesthetically captivating.
• •Headline: Curated for You: The Intersection of Art and Soul. Body: Our artistic advisors meticulously select each piece, ensuring every Minimae offering embodies good taste and originality. We believe in art that speaks to you, at a price that makes sense. Find your voice on our walls.
• •Headline: Unforgettable Design, Uniquely Minimae. Body: Tired of the same old prints? Minimae commissions and designs exclusive art and photography that tell a story. Elevate your space with works that are as individual as you are. Explore our latest arrivals.