Brand Tone

Aspirational, warm, and thoughtfully feminine; characterized by being friendly, approachable, confident, curated, positive, uplifting, descriptive, and evocative.

Brand Values

• •Curation and Quality
• •Effortless Style
• •Community
• •Customer Experience
• •Intentionality

Best Practices

• •Lead with "Curated" and "Thoughtful": Use words like "curated," "thoughtfully chosen," "selected," and "handpicked" to reinforce the brand's core value of expert selection.
• •Focus on Feeling, Not Just Features: Describe how products feel and evoke the lifestyle they enable, rather than just listing specifications.
• •Maintain a Warm and Welcoming Voice: Be approachable, use friendly phrases, and engage personally with the audience.
• •Embrace Evocative and Positive Adjectives: Utilize a consistent vocabulary of descriptive words such as effortless, timeless, chic, feminine, soulful, and essential.
• •Tell a Story: Frame products within a lifestyle or experience to make them more desirable and reinforce the brand's aspirational identity.

Social Perception

Viewed as a high-quality, curated boutique; authentic and passion-driven; a 'must-visit' local gem; and trustworthy due to product quality and exceptional customer service.

Copy Examples

• •Effortless elegance, found. The new Maria Dress combines a timeless silhouette with delicate floral details for a look that feels both classic and fresh. Perfect for sunny strolls and weekend brunches. ✨ Tap to make it yours.
• •It's all in the details. Our latest collection of handcrafted jewelry and leather goods is here to add that perfect finishing touch. Thoughtfully chosen pieces designed to be cherished for years to come. #ShopPalomino #CuratedStyle
• •Welcome the Sun: The Summer Collection. Discover light, airy fabrics, free-spirited silhouettes, and warm-weather essentials curated for a season of soulful living and effortless style.
• •Fresh for you! The shop is filled with beautiful new arrivals this week, from breezy linen tops to the perfect summer sandals. Come say hello and let us help you find something you'll love! We're here until 6 p.m.
• •Inside: Your New Favorite Outfit Awaits. At Palomino, we believe your wardrobe should be as unique and inspired as you are. That’s why we’ve carefully curated our latest collection with timeless pieces you’ll reach for again and again. Explore what’s new...