Brand Tone

Thoughtful, Artisanal, and Community-Minded. Calm, sophisticated, warm, and accessible. Appreciative and descriptive, focusing on craftsmanship, quality, and stories behind products and makers, avoiding aggressive sales language for a gentler, inviting narrative style.

Brand Values

• •Curation & Quality
• •Championing Craftsmanship
• •Community Focus
• •Authenticity & Storytelling
• •Adaptability

Best Practices

• •Lead with the "Why": Always start with the story or the value behind the product. Instead of saying "New mug for sale," say "A new handmade mug to elevate your morning." Focus on the benefit and the feeling.
• •Champion the Creator: Whenever possible, name the artisan, designer, or company that made the product. This reinforces the values of craftsmanship and community and adds authenticity.
• •Use a Sensory Vocabulary: Employ descriptive words that appeal to the senses. Terms like "grounding," "warmth," "serene," "hand-finished," and "aromatic" align with the artisanal and thoughtful brand tone.
• •Maintain a Calm, Confident Voice: The copy should feel assured, not pushy. Avoid excessive use of exclamation points, urgent calls-to-action ("Buy now!"), or cliché sales phrases. The tone is an invitation, not a demand.
• •Connect to Place and Community: Regularly reference Bridlington, the Yorkshire coast, and the local community. This strengthens the brand's identity and creates a sense of belonging for both local and distant customers.

Social Perception

The public perceives mlkwood store as a unique and charming destination offering an experience beyond products. It is a "must-visit" independent shop, valued for its aesthetic and support of local, independent creators. Customers see it as a trustworthy, authentic brand with a genuine passion, possessing a culturally savvy and appealing identity due to its association with quality coffee and local art.

Copy Examples

• •Instagram Post (Showcasing a new ceramic mug): Your morning ritual, made more thoughtful. There's a quiet beauty in starting the day with an object made by hand. These new ceramic mugs, crafted by [Artisan's Name], feel grounding to hold. Each piece is unique, telling the story of its creation. Discover the full collection in-store and online. #mlkwoodstore #ArtisanMade #SupportMakers #SlowLiving #HandmadeCeramics
• •Website Product Description (For a print by a local artist): This stunning print by Bridlington artist [Artist's Name] captures the serene light of the Yorkshire coast. Printed on sustainably sourced, archival-quality paper, it’s a piece of our town’s creative spirit, ready to bring warmth and character to your walls. By choosing this piece, you are directly supporting an independent artist from our community.
• •Facebook Ad (Promoting the gift collection): Give a gift that tells a story. Looking for something truly special? Our hand-picked collection of gifts is filled with unique, artisan-made treasures you won't find anywhere else. From small-batch candles to handcrafted jewelry, find a thoughtful present for every occasion at mlkwood store. Shop online for delivery or visit us in the Old Town.
• •Email Newsletter Subject Line: New from our makers + A weekend coffee recipe
• •In-Store Signage (Near the coffee section): Coffee, with taste. We’ve partnered with local roasters, Three Ridings Coffee, to bring you beans that are as thoughtfully crafted as our homeware. Meticulously taste-tested by us, for you. Take a bag home and taste the difference.