Brand Tone

personal, passionate, authentic, warm, friendly, and narrative-driven

Brand Values

• •Artisanal Craftsmanship
• •Authenticity and Transparency
• •Aesthetic Passion
• •Connection to Place
• •Small-Scale and Personal

Best Practices

• •Always Write in the First Person: Use "we" (referring to Luis and Bren) or "I" to maintain the personal, human connection. Avoid corporate or third-person language.
• •Tell the Story Behind the Product: Don't just list features. Share the inspiration, the process, or a moment from its creation. Explain *why* a particular detail is important.
• •Incorporate Your Location: Continue to mention life in Portugal. It’s a key differentiator and adds a layer of aspirational romance to the brand. Talk about the local market, the landscape, and how it inspires the work.
• •Engage Authentically: In comments and messages, respond as you would in a real conversation. Be warm, appreciative, and helpful. Use emojis tastefully to convey emotion.
• •Maintain Visual and Textual Harmony: Ensure the warm, rustic, and minimalist feel of the photos is reflected in the copy. Use simple, evocative, and honest language that matches the clean aesthetic. Avoid overly aggressive sales jargon or hype.

Social Perception

Highly positive within its niche, perceived as a source of beautiful, high-quality, unique, and artisanal home decor with a strong personal identity. Limited visibility outside its direct followers.

Copy Examples

• •Morning light and the first coffee of the day. ✨ We’ve been working on perfecting the handle on these new mugs, making sure they feel just right in your hands. Each one is shaped and glazed here in our little Portugal studio, with stories to tell. Available on the website this Friday.
• •From our hands to your home. We're Luis and Bren, the makers behind Mister Artichoke. It all started with a dream of a slower life in Portugal and a passion for creating beautiful, simple things.
• •A little story from our studio...
• •Woven for quiet moments and cozy evenings. Our 'Lisboa Throw' is made from 100% locally sourced wool, crafted on a traditional loom. It’s more than a blanket; it’s a piece of Portugal to wrap yourself in. Measures 140x180 cm, perfect for your sofa or the foot of your bed.
• •(Video of hands glazing a pot) "Caption: Getting this batch ready for the kiln! 🔥 There’s nothing more exciting (and nerve-wracking) than seeing how they turn out. Wish us luck!"