Brand Tone

Minimalist & Poetic, Aspirational & Attainable, Authentic & Passionate, Calm & Serene.

Brand Values

• •Quality & Craftsmanship
• •Simplicity & Minimalism
• •Curation & Community
• •Inspired by Nature & Place
• •Joy in the Everyday

Best Practices

• •Lead with Feeling, Follow with Fact: Start copy by describing the feeling or experience the product enables (e.g., "The warmth of shared meals," "A quiet corner for thought"). Follow up with the tangible details of craft and material (e.g., "Made from solid English Ash," "Hand-stitched linen").
• •Use a Minimalist Vocabulary: Avoid jargon, clichés, and overly descriptive "marketing" words. Opt for simple, strong, and evocative language. Words like 'simple', 'crafted', 'timeless', 'tactile', 'considered', and 'quiet' align well with the brand.
• •Tell the Maker's Story: When featuring products from external artisans, briefly share their story or their process. This reinforces the values of craft and community and adds a layer of authenticity that customers connect with.
• •Focus on "Why" Not Just "What": Instead of just describing a product's features, explain why it deserves a place in a considered home. Does it solve a problem beautifully? Does it elevate a daily ritual? Does it support a local craftsman?
• •Maintain a Calm Cadence: Write in a rhythm that is calm and easy to read. Use shorter sentences and ample white space in website and email copy. The tone should feel unhurried, reflecting the brand's ethos of slowness and mindfulness.

Social Perception

Trusted Curator, High-Quality & Artistic, Excellent Service, Independent Champion, Aspirational Brand.

Copy Examples

• •For the quiet moments. For a considered home. Discover pieces crafted to last a lifetime.
• •The morning ritual, held in your hands. Each mug is shaped and glazed by artisans in Northern England, making your first coffee of the day a truly unique moment. Simple, tactile, and made for slowness. #NorthHomeware #SimpleLiving #HandmadeCeramics
• •Gather them around a table dressed in soft, natural linen. Our tablecloths are woven from pure European flax, becoming softer with every wash. Designed to be the backdrop for memorable meals, quiet conversations, and everyday life. A foundation of simple elegance.
• •Your home should be a story of you. Not of trends. At North, we curate timeless, crafted homewares from independent makers. Find pieces that feel like they've always belonged. Shop the collection of simple, beautiful objects.
• •New Light: Introducing Our Hand-Thrown Lamp Collection