Brand Tone

aspirational yet accessible, friendly, and serene

Brand Values

• •Curation and Quality
• •Aesthetic Cohesion
• •Home as a Sanctuary
• •Simplicity

Best Practices

• •Lead with the Aesthetic: Always connect the product to the feeling it helps create. Use descriptive and evocative language that appeals to the senses (e.g., "soft texture," "calming hue," "organic shape").
• •Embrace 'Less is More': Keep copy clean, concise, and uncluttered, mirroring the brand's minimalist aesthetic. Avoid overly salesy or loud language.
• •Use a Warm and Inclusive Voice: Write as if you are a friend offering styling advice. Use words like "your," "we," and "our" to create a sense of community and personal connection.
• •Highlight Curation: Regularly use phrases like "thoughtfully selected," "curated collection," and "hand picked" to reinforce the brand's value of quality and intentionality.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the visual. If the image is serene and minimalist, the copy should be calm and simple. This consistency across all platforms is key to building a strong, recognizable brand identity.

Social Perception

Minty Lifestyle is likely perceived as a stylish and reliable source for on-trend, contemporary homewares in Australia. Customers are probably design-conscious individuals who look to the brand for inspiration on how to create a modern, aesthetically pleasing home. The brand is seen as a boutique-style retailer, which adds a sense of exclusivity and curation to its products compared to larger department stores.

Copy Examples

• •Simplicity is the ultimate sophistication. Our new Terra Ceramic Vase, with its organic form and matte finish, is the perfect centerpiece for quiet moments and mindful living. Hand picked to bring a sense of calm to your space. Tap to shop.
• •Your Home, Reimagined. Discover our curated collection of homewares, thoughtfully selected to bring beauty and serenity into your everyday life. Welcome to Minty Lifestyle.
• •Elevate your daily rituals. From your morning coffee to a shared meal, our collection of kitchen and dining ware is designed for both beauty and function. Create a kitchen you love spending time in.
• •Soft, textural, and effortlessly stylish. The Arden Bouclé Cushion is more than just a decor piece; it's an invitation to unwind. Toss it on your sofa or bed for an instant touch of comfort and contemporary charm.
• •A little something new for your sanctuary.