Brand Tone

authentic, passionate, educational, professional yet personal, storytelling

Brand Values

• •Heritage and Tradition
• •Quality and Craftsmanship
• •Nature and Sustainability
• •Education and Passion

Best Practices

• •Lead with the Story: Always connect the product back to the brand's rich history, the family's passion, or the unique location on Gotland. This narrative is your strongest asset.
• •Use Evocative, Sensory Language: Describe the feel of the silk, the beauty of the farm, and the intricate details of the craftsmanship. Words like "softest," "hand-woven," "natural," and "timeless" reinforce the brand's values.
• •Emphasize Authenticity and Craft: Use terms like "handcrafted," "artisanal," "organic," and "heritage." Detail the specific types of silk (Mulberry, Eri, Tussah) to showcase expertise and educate the customer.
• •Maintain a Passionate and Reverent Tone: The copy should reflect a deep respect for the craft. The voice is not that of a mass-market retailer, but of a proud custodian of a legacy.
• •Bridge the Past and Present: While celebrating history, ensure the products are presented as relevant and desirable for the modern consumer. Frame the heritage not as old-fashioned, but as a foundation for timeless, high-quality goods.

Social Perception

Sidengården is perceived as a high-quality, artisanal brand that is a guardian of a unique craft. It is seen as a cultural institution, valued for its authenticity and story. The connection to the Swedish Royal Court adds prestige and trustworthiness. It is viewed as a destination for those interested in textiles, craftsmanship, and a slower, more considered approach to commerce.

Copy Examples

• •Woven from History, Designed for Today. Discover our latest collection of wild silk blouses, handcrafted on a loom that has been part of our family for over 150 years. Each thread tells a story of heritage, quality, and timeless elegance.
• •The Soul of Silk, from Our Gotland Farm to You. Experience the unparalleled softness of our organic Eri silk scarves. Raised in the serene environment of our Gotland farm, every piece is a testament to nature's luxury and our passion for sustainable craft.
• •More Than a Garment, A Piece of Swedish Heritage. As purveyors to the Royal Court of Sweden, we pour generations of expertise into every garment. Wear a piece of history, crafted with integrity and an unwavering commitment to quality.
• •The Gentle Strength of Wild Silk. Our knitwear is crafted from the finest Muga and Tussah wild silks, known for their natural durability and beautiful texture. Explore sweaters and cardigans that blend rustic charm with sophisticated comfort.
• •A Legacy in Every Weave. Visit us on Gotland and step into the world of Sidengården. See our 1860 Jacquard loom in action and explore an exhibition of rare silk fabrics that have shaped our journey. Feel the history, and then take a piece of it home.