Brand Tone

calm, thoughtful, serene, aspirational yet accessible, gentle, evocative, sophisticated, educated, and deeply respectful of both the customer and the artisan

Brand Values

• •Artisanal Craftsmanship
• •Sustainability & Ethical Production
• •Comfort and Timelessness
• •Authenticity and Storytelling

Best Practices

• •Lead with the "Why": Always start with the core values —ethical production, artisanal heritage, and comfort. Every piece of copy, from a tweet to a product page, should echo the brand's purpose of preserving craft and creating meaningful connections.
• •Use an Evocative & Sensory Vocabulary: Employ words that evoke feelings of comfort, calm, and softness (e.g., "gentle," "breezy," "fluid," "ultra-soft," "hand-spun"). This reinforces the tangible experience of the products.
• •Tell the Story: Consistently integrate the narrative of the artisans and the traditional techniques. Phrases like "crafted by maker families" or "inspired by architectural textures" add authenticity and differentiate NOST from mass-market brands.
• •Maintain a Calm and Gentle Voice: The tone should never be loud, aggressive, or sales-y. Avoid urgent calls-to-action like "Hurry, limited time!" Instead, use invitational language like "Discover the collection" or "Explore our story."
• •Ensure Visual and Textual Harmony: The serene, natural aesthetic of the brand's photography must be matched by the copy. The words should feel as calm and considered as the images look. This consistency across all touchpoints builds a powerful and trustworthy brand ethos.

Social Perception

a high-quality, trustworthy, and niche luxury brand, perceived as a thoughtful choice for consumers looking to invest in meaningful, long-lasting pieces rather than fast fashion, and a brand that cares about its community.

Copy Examples

• •Your morning ritual, wrapped in ours. Our hand-blocked printed robes are crafted from the softest organic cotton, designed to make quiet moments feel like a luxury. Each piece tells the story of the artisan who made it, bringing a piece of their home to yours. #FeelsLikeHome #SlowLiving #ArtisanMade
• •From Their Homes, To Yours. Discover timeless loungewear, ethically crafted by heritage artisans using natural fabrics. Pieces designed to be loved and lived in.
• •A Little Comfort, Delivered. | Inside: New Artisanal Pieces.
• •Fluid, flattering, and designed for pure comfort, the Kai Flare Pants inspire a happy dance. Woven by hand from 100% natural cotton, their slight flare and cropped length create an effortlessly graceful silhouette. Perfect for slow mornings, creative afternoons, and everything in between. Lovingly made in small batches to be a treasured part of your wardrobe for years to come.
• •Tired of Fast Fashion? Embrace Slow Living. At NOST, we believe in pieces with a soul. Our loungewear is made in partnership with artisan families, using heritage techniques and the finest natural materials. Experience comfort that ’s gentle on your skin and the planet. Shop the collection.