Brand Tone

Artistic & Creative, Community-Oriented & Supportive, Friendly & Welcoming, Unique & Curated, Approachable & Affordable

Brand Values

• •Supporting Artists: Providing a platform for local and regional artists is a core principle.
• •Handmade & Craftsmanship: Emphasis on unique, handcrafted items over mass-produced goods.
• •Community Engagement: Active participation in local events like First Friday and hosting workshops.
• •Originality & Creativity: Offering unique gifts and art that tell a story.
• •Local Pride: Promoting Knoxville-themed items and contributing to the local Maker City identity.

Best Practices

• •Spotlight the Artist: Whenever showcasing a product, try to mention the artist or maker. This reinforces the supportive and community-oriented values.
• •Use Warm and Engaging Language: Words like discover, unique, handcrafted, celebrate, and inspire align with the artistic and welcoming tone. Keep it friendly and approachable.
• •Emphasize Handmade and Local: Consistently highlight these aspects in product descriptions and general communications to reinforce core values and differentiate from mass-market retailers.
• •Tell a Story: Briefly share the inspiration behind a piece or a little about the artist's process. This adds depth and connects with the every item tells a story perception.
• •Visual Consistency: Ensure that photography and visual content across all platforms reflect the artistic, high-quality, and unique nature of the products sold at Rala. Maintain a cohesive aesthetic that is both creative and inviting.

Social Perception

Rala is highly regarded as a unique and essential part of Knoxville's Old City and the broader arts community. Customers perceive it as a go-to destination for finding distinctive gifts, local art, and handmade items that are not easily found elsewhere. The shop is seen as genuinely supportive of artists and a valuable contributor to the local economy and culture. It's often described as a shoppery – part shop, part gallery – offering a creative and inspiring shopping experience. Events like the Dolly Parton-themed art shows generate positive buzz and community involvement.

Copy Examples

• •Morning coffee just got a whole lot brighter! ✨ This one-of-a-kind mug, handcrafted by local artist [Artist Name], is a little piece of Knoxville sunshine. Start your day with art. #ShopRala #HandmadeInKnoxville #SupportLocalArt
• •Join us for First Friday! This month, we're thrilled to feature the stunning new collection from [Artist Name]. Meet the artist, discover unique pieces, and immerse yourself in Knoxville's creative spirit. See you there! #RalaKnoxville #FirstFriday #OldCityKnoxville
• •Discover Gifts with a Story. At Rala, every piece is handmade with passion by talented artists. Find unique treasures for your home and loved ones. Shop Local. Shop Art. #RegionalAndLocalArtisans
• •Unbox creativity with us! 🎁 Unique finds, local art, and gifts that make you go WOW. What will you discover at Rala? #ShopRala #KnoxvilleGifts #HandmadeWithLove #ArtLover
• •Hello Art Lovers! ✨ This week at Rala, we're celebrating the incredible craftsmanship of our regional artists. From intricate jewelry to statement art prints, find something truly special that speaks to you. Plus, don't miss [Event/Promotion details]! Your support helps our creative community thrive. [Link to Shop]