Brand Tone

Curated & Discerning, Artisanal & Appreciative of Craftsmanship, Stylish & Modern with a Nod to Timelessness, Passionate & Story-Driven, Approachable & Cool

Brand Values

• •Authenticity
• •Quality Craftsmanship
• •Creativity & Ingenuity
• •Timeless Style
• •Personal Narrative & Connection
• •Support for Independent Designers
• •(Implied) Sustainability

Best Practices

• •Emphasize Curation and Craftsmanship: Consistently use language that highlights the selective process, the quality of materials, and the skill of the independent designers and vintage sources. Words like "handpicked," "artisanal," "heritage," "quality," and "authentic" should be staples.
• •Tell the Story: Incorporate storytelling into product descriptions and social media posts. Share details about the designers, the inspiration behind a piece, or the history of a vintage item. This reinforces the "personal narrative and collective memory" value.
• •Maintain a Sophisticated yet Approachable Voice: The language should be intelligent and appreciative of design, but also welcoming and not exclusionary. Avoid overly academic or overly casual slang. The "dope new retail space" comment on TikTok shows an edgier, modern side that can be woven in carefully.
• •Highlight Timelessness Over Fleeting Trends: Position products as investments in enduring style. Focus on their lasting appeal and quality rather than just their trendiness for the current season.
• •Visual Consistency is Key: Ensure that the visual language (photography, store aesthetic, website design) aligns with the written tone. The clean, modern, yet warm and characterful aesthetic suggested by their online presence should be consistently reflected.

Social Perception

A boutique store offering unique, high-quality items that are not mass-produced. Customers probably perceive it as a place to find stylish, thoughtfully chosen pieces with character. The San Francisco location in a distinct area (between Nob Hill and Chinatown) also adds to its unique, destination-shop appeal. The TikTok presence aims to present it as a current and desirable shopping spot. It's seen as a place run by individuals with a genuine background and passion for fashion.

Copy Examples

• •Headline: Beyond Trends. Discover Enduring Style. Body: At Presidio Post, we curate a collection where every piece tells a story. Explore unique finds from independent designers and timeless vintage, handpicked for their authenticity and craftsmanship. Find your next cherished item. Call to Action: Visit Us on Mason Street | Shop Online
• •Headline: Crafted with Passion. Selected with Purpose. Body: We believe in the power of design. Presidio Post brings you clothing, jewelry, and accessories from artisans who pour their creativity into every detail. Experience fashion that resonates. Call to Action: Explore New Arrivals
• •Headline: More Than Just a Store. It's a Narrative. Body: Each item at Presidio Post connects the past with the present. From vintage treasures to modern sustainable designs, discover pieces that speak to your personal style and collective memory. Call to Action: Unearth Your Story
• •Headline: San Francisco's Hidden Gem for the Discerning Shopper. Body: Tucked between Nob Hill and Chinatown, Presidio Post offers a thoughtfully selected range of apparel and accessories. Step in and find something truly special, away from the mainstream. Call to Action: Find Us | Follow Our Journey @presidiopost
• •Headline: Amplify Your Style. Support Independent Design. Body: Owners Tahnee & Carson, with decades in fashion, bring you a collection that champions creativity. Discover pieces that are as unique as the designers behind them. Call to Action: Meet Our Designers Online