Brand Tone

friendly, welcoming, and community-oriented

Brand Values

• •Community
• •Nostalgia and Modernity
• •Support for Local Artisans
• •Quality Craftsmanship
• •Hospitality

Best Practices

• •Embrace "Welcoming" Language: Use inclusive and friendly language like "y'all," "friends," and "neighbors." Start communications with warm greetings and always end with a gracious thank you. This reinforces the brand's Southern hospitality.
• •Tell the Story: Regularly incorporate the brand's origin story and the inspiration behind the store in your copy. This connects customers to the "why" behind the business and strengthens the values of community and nostalgia.
• •Spotlight the Makers: When featuring products, especially local ones, tell the story of the artisan behind them. This adds depth to the product and reinforces the value of supporting local craftsmanship and community.
• •Keep it Personal and Relatable: Write copy as if you were speaking to a friend. Share personal anecdotes or connections to products when appropriate. The founder's personal style is reflected in the store's items, and the copy should reflect that personal touch.
• •Focus on the Experience, Not Just the Product: While showcasing items is important, also highlight the experience of visiting the store – the smell of coffee, the friendly atmosphere, the joy of discovery. This reinforces the idea of Provisions Mercantile as a destination and a community hub, not just a retail space.

Social Perception

It is seen as a charming and unique shopping destination that offers a well-curated selection of high-quality goods. Customers appreciate the focus on local products and the friendly, welcoming atmosphere. It is regarded as a "great little gift shop" and a place where you can always find something interesting. The story of its founding and its commitment to community resonates well with the public, positioning it as a beloved local business.

Copy Examples

• •More than a store, we're a place to gather. Inspired by the community stores of yesterday, Provisions Mercantile is your modern-day stop for unique gifts, local goods, and a friendly face. Come on in, y'all.
• •From our backyard to yours. We're proud to feature a curated collection of goods from Asheville's most talented makers. Discover your new favorite find and support local craftsmanship.
• •That feeling when you find the perfect gift. We live for it. Explore our eclectic mix of nostalgic treasures and modern finds for everyone on your list (including you).
• •Where a trip to the store feels like coming home. Our doors are open, the coffee is fresh, and there’s always something new to discover. Welcome to Provisions Mercantile.
• •Crafted with care, chosen with love. From heirloom-quality housewares to handcrafted jewelry, every item in our store has a story. Find something special to add to yours.