Brand Tone

Evocative, Poetic, Mystical, Archaic, Artistic, Independent, Nostalgic, Romantic, Sensual

Brand Values

• •Storytelling
• •Artisanship & Craftsmanship
• •Individuality & Uniqueness
• •Timelessness & Heirloom Quality (Real or Fantastical)
• •Evocation of Worlds/Experiences

Best Practices

• •Develop a Brand Lexicon: Create a list of words and phrases that align with the brand’s mystical, romantic, and artisanal feel (e.g., "whisper," "relic," "archaic," "sensual," "talisman," "handcrafted," "elixir") and words to avoid (e.g., "basic," "trendy," "mass-produced," "ordinary").
• •Embrace Storytelling in All Communications: Whether it's a product description, an Instagram post, or an "About Us" update, frame it as a narrative. Hint at deeper meanings, origins, or the experiences the product might evoke.
• •Use Sensory Language: Appeal to sight, touch, and particularly for fragrances, smell, using rich, descriptive adjectives and metaphors that transport the reader. The aim is to create a "visual and sensual world."
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure the tone of the copy perfectly complements the moody, vintage-inspired, and artistic visuals used on the website and social media. The words should feel like they belong in the same "world" as the images.
• •Focus on Emotion and Evocation over Specs (where appropriate): While material details are important, lead with how a piece makes one feel or the story it tells. Let the technical details support the romantic narrative rather than dominate it. The jewelry is an "imitation of the heirloom, or a fantasy of a relic."

Social Perception

Niche & Artistic Appeal, Quality & Distinct Aesthetic, Evocative Fragrances, Desirable & Collectible, Potential Confusion with other 'Mondo' brands

Copy Examples

• •Drape midnight's whisper around your throat. Our new Serpent Moon pendant, hand-cast in shadowed silver, holds secrets of the ancient sky. Yours to unravel.
• •Velvet Haze: not merely a scent, but a memory unearthed. Top notes of forgotten blooms, a heart of spiced incense, drying down to the warmth of a dream you can almost touch. Anoint yourself in the story.
• •Adorn your hands with relics of a world unseen. The Alchemist's Ring, glowing with a heart of smokey quartz, a tiny talisman for your everyday magic. #MondoMondo #ArtisanJewelry #HeirloomFantasy
• •Echoes of Antiquity, Reimagined. Explore the latest collection from Mondo Mondo, where every piece is a whisper from another time, crafted for the modern mystic.
• •Unlock a Hidden Trove: A Rare Glimpse into the Mondo Mondo Archives.