Brand Tone

Inspirational and Serene

Brand Values

• •Intentional Living
• •Simplicity
• •Artisan Craftsmanship

Best Practices

• •Lead with "Why": Always start with the purpose behind a product before detailing its features. Explain why an item belongs in a thoughtful home—does it bring calm, improve a ritual, or support an artisan? This reinforces the core brand value of intentionality.
• •Use Sensory and Emotive Language: Employ words that evoke feelings of calm, comfort, and simplicity. Phrases like "soft texture," "quiet moments," "serene palette," and "gentle reminder" help maintain the brand's calm and inspirational tone.
• •Maintain a Minimalist Voice: Just like the product aesthetic, the copy should be clean and uncluttered. Avoid jargon, overly complex sentences, and loud, demanding calls-to-action. Opt for gentle invitations like "Discover the collection" or "Explore the look."
• •Tell the Story: When possible, highlight the artisan or the craftsmanship behind a product. This reinforces the value of artistry and connects the customer to the item's origin, making it more than a mere commodity.
• •Create a "Purpose" Lexicon: Develop a list of on-brand words and phrases (e.g., intentional, curated, essential, sanctuary, ritual, mindful, serene, elevated) and a list of words to avoid (e.g., deal, sale, hurry, cheap, massive). This ensures consistency across all writers and platforms.

Social Perception

Niche and Aspirational

Copy Examples

• •Your morning ritual, elevated. Our handcrafted mugs are designed to bring a moment of quiet purpose to the start of your day. A perfect companion for your coffee and your thoughts. #PurposeHome #SimpleMornings
• •Create a Space with Intention. Discover curated pieces that help turn your house into a sanctuary. Your story starts at home.
• •Drape your space in comfort and calm. Woven from the finest European linen, this throw is more than a layer of warmth—it's an invitation to slow down, get cozy, and embrace the simple moments. Its timeless texture and neutral hue make it an essential piece for any room seeking a touch of serene elegance.
• •It’s not just about how it looks, but how it feels. At Purpose Home, we believe in essentials that are both beautiful and meaningful. From artisan-made ceramics to sustainably sourced textiles, discover pieces that tell a story. Shop our collection and find your purpose.
• •Bring a little calm to your inbox (and your home).