Brand Tone

Authentic, Understated & Minimalist, Purposeful & Utilitarian, Conscious & Thoughtful, Appreciative (of imperfection)

Brand Values

• •Sustainability & Resourcefulness
• •Authenticity & Storytelling
• •Beauty in Imperfection (Wabi-Sabi)
• •Instinctive Creation
• •Functional & Timeless Design

Best Practices

• •Lead with Honesty: Be transparent about the recycled/found nature of materials and the imperfections that may result. Frame this as a unique selling proposition.
• •Embrace Understatement: Use clear, concise, and direct language. Avoid overly promotional or flowery descriptions. Let the product's inherent qualities speak.
• •Tell the Story (Subtly): Briefly allude to the potential past life or origin of the materials to add depth and character, without fabricating extensive narratives.
• •Focus on Texture and Form: In visual and written descriptions, highlight the tactile qualities and the simple, often industrial, design lines.
• •Maintain Visual Consistency: Ensure photography and visual elements align with the minimalist, utilitarian, and slightly raw aesthetic of the brand across all platforms.

Social Perception

PUEBCO is generally perceived as a niche, design-conscious brand that appeals to individuals who value sustainability, unique aesthetics, and products with character. Customers appreciate the eco-friendly aspect and the industrial-chic, minimalist style. The brand is seen as authentic and transparent about its use of recycled materials and the resulting imperfections, which many customers view as a desirable trait. It's considered an alternative to mass-produced, disposable goods, offering items that feel more permanent and imbued with a story. The unique nature of the items, sometimes leading to limited availability, can enhance their desirability for its target audience.

Copy Examples

• •From Discarded to Distinguished. Our [Product Name] began as [original material, e.g., 'old industrial canvas']. Now, it’s ready for its next chapter with you. Embrace the journey.
• •Flawlessly Imperfect. Each PUEBCO piece carries the marks of a life lived before. These aren't defects, but details that tell a unique story. Discover yours.
• •Rugged. Recycled. Refined. The [Product Name] blends raw utility with a quiet, minimalist design. Built from reclaimed materials, for a more conscious home.
• •Objects with History, for Modern Living. PUEBCO finds beauty in the overlooked. This [Product Name] is a testament to sustainable design and enduring style.
• •Simply Made, Thoughtfully Reclaimed. The essence of PUEBCO: useful items, honestly crafted from what already exists. Function, with a past.