Brand Tone

Curated & Specialized, Sophisticated & Minimalist, Intellectual & Academic, International & Cultured, Understated & Confident

Brand Values

• •Passion for Design
• •Knowledge Sharing & Inspiration
• •Quality & Exclusivity
• •Global Design Appreciation
• •Authenticity

Best Practices

• •Prioritize Clarity and Elegance: Use precise language. Avoid jargon where simpler, elegant terms suffice, but don't shy away from specific design terminology when appropriate for the audience. The visual presentation of text should also be clean and considered.
• •Emphasize Curation and Expertise: Every piece of copy should reflect that the products are carefully chosen by knowledgeable individuals. Highlight the 'why' behind a book's inclusion or significance.
• •Maintain a Global Perspective: Subtly weave in the international nature of graphic design and the store's Tokyo base, appealing to a global community of designers.
• •Speak to the Discerning Reader: Address the audience as intelligent and passionate about design. The tone should be respectful of their existing knowledge while offering new discoveries.
• •Less is More: Reflect the minimalist aesthetic in the copy. Be concise and impactful. Avoid hyperbole or overly aggressive sales language. Let the quality of the books and the thoughtfulness of the curation speak for themselves.

Social Perception

A Go-To Resource, Expertly Curated, Access to International Titles, Niche & Respected

Copy Examples

• •North East: Curated explorations in graphic design. Discover rare and essential texts from Tokyo to the world.
• •Delve deeper. Our latest arrival, '[Book Title],' offers a critical perspective on contemporary visual language. Uncover new insights.
• •Beyond the surface. [Author's Name]'s 'Moving Through Images' is not just a book, but an indispensable journey into visual reproduction and perception. A cornerstone for any serious design library.
• •North East in [City]: A Temporary Residence for Design Thinkers.
• •Fresh from Tokyo: A limited collection of seminal works by [Designer's Name]. Explore the foundations of modern Japanese typography. Available now at northeastshop.com.