Brand Tone

Elegant, Warm, and Celebratory.

Brand Values

• •Creativity and Passion
• •Quality and Curation
• •Celebration of Life's Moments
• •Southern Hospitality
• •Personalization

Best Practices

• •Lead with the "Why": Always circle back to the founder's story and passion. Use phrases like "From Addy's vision to your home" or "Curated with a passion for celebration" to remind the audience of the personal, heartfelt nature of the brand.
• •Maintain a Warm & Gracious Voice: In all communications from social media replies to product descriptions use welcoming and appreciative language. Address the audience as "you" and use words like "cherish," "celebrate," "discover," and "welcome."
• •Emphasize Curation and Quality: Avoid generic sales language. Instead of "Big Sale," try "A Curated Selection for You." Instead of "New Products," use "New Treasures Have Arrived." This reinforces the value of handpicked, quality items.
• •Balance Elegance with Celebration: Your visual and written content should feel both sophisticated and joyful. Pair elegant fonts and high-quality photography with celebratory emojis (like ✨, 🥂, or 🎁) and energetic, positive calls-to-action ("Let's make it memorable!").
• •Create a "Key-Phrase" List: Develop a short list of on-brand words and phrases to use consistently across all platforms. This list should include terms found in the brand's core messaging: Curated treasures, Southern elegance, Timeless beauty, Cherished keepsakes, Celebrate moments, Thoughtfully designed.

Social Perception

The brand is perceived as a new, charming, and highly-curated boutique. It is seen as emerging & community-supported, aspirational & high-quality, and has positive but limited public reviews.

Copy Examples

• •Southern charm meets coastal elegance. Our new Stoneware Lobster Bowl is here to make a splash at your next gathering. Each bowl is a curated piece of art, perfect for serving up summer salads or standing beautifully on its own. Turn your table into a conversation. #PapillonParties #SouthernElegance #CoastalLiving #CuratedHome #EntertainingInStyle
• •The season should be about moments, not stress. Our holiday decorating service, guided by Addy’s passion for timeless, elegant design, transforms your space into a festive wonderland. From tree to table, we handle every detail. Limited spots available book your consultation today and cherish the celebration. #HolidayDecor #ChristmasDecorating #PapillonGifts #SouthernChristmas #FestiveHome
• •The Perfect Gift Tells a Story. From bridal bliss to birthday wishes, our custom-curated gift baskets and monogrammed treasures are designed to deliver your sentiments most delightfully. Build yours today and give a gift that becomes a keepsake. #CustomGifts #Monogram #BridalGifts #ThoughtfulGifting #PapillonParties
• •Want to make your holiday table extra special? ✨ Here are three easy ways to elevate your place settings! Which style is your favorite? Let us know! Shop our collection of beautiful linens and decor to complete the look. #HolidayTablescape #ChristmasDinner #HostessTips #DIYDecor #ElegantEntertaining
• •A Little Sparkle for Your Next Celebration ✨ Welcome to a world of curated beauty! Inside, discover our new collection of fragrant candles, timeless home decor, and personalized gifts perfect for making any occasion memorable. Let's celebrate together.