Brand Tone

Mystical & Evocative, Sophisticated & Academic, Authentic & Passionate

Brand Values

• •Celebration of the Unconventional
• •Authenticity and Craftsmanship
• •Historical & Mystical Appreciation
• •Curated Quality

Best Practices

• •Use Evocative, Sensory Language: Instead of saying "old," use words like "time-worn," "historic," or "from a bygone era." Describe how an object feels, its history, and the atmosphere it creates.
• •Prioritize Storytelling over Selling: Every product has a past or a purpose. Frame product descriptions around their unique stories or the experiences they enable (e.g., a ritual, a moment of reflection, a connection to history).
• •Maintain a Sophisticated Vocabulary: Avoid overly simplistic or common "spooky" words. Opt for a more elevated and slightly academic lexicon that reflects the brand's intelligence and respect for its subject matter.
• •Speak to the Customer's Identity: Address your audience as fellow enthusiasts —"collectors," "seekers," "mystics." This creates an inclusive community around the brand and validates the customer's interests.
• •Ensure Visuals and Text are Aligned: The dark, elegant, and atmospheric photography on the website is crucial. All copy, from the shortest social media caption to the longest blog post, must match this established visual tone to create a cohesive and immersive brand experience.

Social Perception

A Niche Haven, Atmospheric Experience, Authentic and Trustworthy

Copy Examples

• •From a time when science and superstition intertwined. This original 19th-century anatomical chart is not just a piece of history, but a testament to humanity's unending quest for knowledge, both seen and unseen. A rare find for the discerning collector. Explore our latest acquisitions via the link in our bio.
• •These are not merely cards; they are keys. Each illustration, steeped in esoteric symbolism, is a doorway to intuition. Crafted for the modern mystic, this deck beckons you to listen to the whispers of your inner wisdom. Connect with your path.
• •For the seekers of the strange and the keepers of the curious. Nightshade is a sanctuary for artifacts that pulse with history and magic. Welcome to our collection.
• •A whisper from the past… new curiosities have arrived.
• •Your home is a reflection of your soul. Adorn it with meaning. At Nightshade, we curate authentic antiques, dark art, and mystical objects that tell a story. Discover a piece that speaks to you. Shop our Stockholm collection, now available online worldwide.