Brand Tone

Reverent & Mystical, Authentic & Artisan, Poetic & Atmospheric

Brand Values

• •Heritage & Tradition
• •Craftsmanship & Longevity
• •Connection to Nature
• •Authenticity

Best Practices

• •Embrace Storytelling: Every product has a story rooted in mythology, history, or the creation process. Always lead with the narrative, not the sale.
• •Use a Lexicon of Atmosphere: Employ words that evoke mystery, nature, and history (e.g., "forged," "lore," "ancient," "shadow," "hearth," "solitude," "echoes").
• •Speak with Reverence: Discuss mythological figures, symbols, and beliefs with respect. This builds trust and authenticity with your core audience.
• •Highlight the Human Element: Remind the audience that each piece is made by hand by specific people (Coralie and Fredrik). This reinforces the "artisan" value and distinguishes the brand from mass producers.
• •Connect to Natural Cycles: Frame collections, releases, and communications around seasons, moon phases, or solstices. This aligns with the stated brand value of working "in union with the seasons" and deepens the mystical tone.

Social Perception

The brand is perceived as a highly authentic and respected creator within the modern heathen and pagan communities. Customers view the products as more than just jewelry; they are seen as talismans, ritual items, and wearable art with deep personal and spiritual significance. The quality of the craftsmanship is frequently praised, with customers noting the durability and unique, non-mass-produced feel of the items.

Copy Examples

• •From the shadows, wisdom takes flight. Our new Huginn & Muninn talisman is forged in tin and memory, a wearable echo of the Allfather's ever-watchful companions. Each piece is handcrafted beneath the Swedish sky, ready to carry your own stories. Available with the new moon.
• •The RIST Collection // Ancient Echoes in Bronze. We have unearthed the patterns of the Bronze Age to create adornments that resonate with the spirit of the old world. Discover pieces that connect you to a forgotten time.
• •This is more than jewelry. It is an heirloom forged with intention. At Myrkra Staðr, we craft talismans inspired by Norse lore, designed to be part of your story for generations. Discover the spirit of the north.
• •A shield is not merely for defense; it is a symbol of will, a bastion for the heart. This hand-forged shield necklace serves as a reminder of your own strength and resilience. Its textured surface tells a story of battles weathered and victories earned. Let it be your personal sigil against the everyday storm.
• •Subject: A Midwinter Offering from the Atelier Body: As the darkness deepens, we find light in the hearth and in creation. For a limited time, we are extending a special offering on select handwoven tapestries and art prints. Adorn your sacred space with a piece of the north. The offering ends with the solstice.