Brand Tone

Calm and Serene, Thoughtful and Intentional, Appreciative and Reverent, Warm and Inviting, Authentic and Story-Driven

Brand Values

• •Slow Living
• •Craftsmanship & Artistry
• •Mindful Consumption
• •Curation and Quality
• •Authenticity and Story
• •Connection (to nature, to self, to artisans)
• •Timelessness and Durability

Best Practices

• •Embrace Storytelling: Weave narratives around the products, their makers, the materials, and the feelings they evoke. Focus on the "why" behind each item, not just the "what."
• •Use Evocative and Sensory Language: Employ words that appeal to the senses (e.g., "soft," "warm," "earthy," "hand-hewn," "gentle") to create a vivid and immersive experience for the reader, aligning with the calm and thoughtful tone.
• •Maintain a Gentle, Unhurried Pace: Avoid overly salesy, urgent, or aggressive language. Let the copy flow naturally and calmly, mirroring the "slow living" philosophy. Use white space effectively in written communications.
• •Highlight Craftsmanship and Authenticity: Consistently emphasize the handmade nature, the artisan's skill, and the unique qualities of the products. Use terms like "handcrafted," "artisan-made," "small-batch," and "thoughtfully sourced."
• •Develop a Brand Lexicon: Create a list of on-brand words and phrases (e.g., "intentional," "curated," "mindful," "timeless," "heritage," "journey") and a list of words to avoid (e.g., "cheap," "mass-produced," "hurry," "instant"). Ensure all copywriters are familiar with this lexicon.

Social Perception

Aspirational yet Accessible, Trusted Curator, Advocate for Artisans and Small Designers, Aesthetic Authority, Associated with Quality and Uniqueness, Inspirational for Mindful Living

Copy Examples

• •Ease into your morning ritual with this thoughtfully shaped ceramic mug, handcrafted by [Artisan's Name/Region]. Each gentle curve and subtle imperfection tells the story of its making, inviting a quiet moment of connection with every warm sip. A simple comfort, made to be cherished.
• •Creating pockets of peace in the everyday. Our latest collection of handcrafted home goods is designed to bring warmth, texture, and a touch of slow living to your sanctuary. Discover pieces that tell a story, and invite you to pause and appreciate the simple beauty around you. #SlowRoadsHome #ArtisanMade #MindfulLiving
• •This week, we're delighted to introduce you to [Designer's Name], a visionary artisan whose work embodies the soulful spirit of [Region/Craft Style]. Each [Product Type] is a testament to slow, patient craftsmanship, reflecting a deep reverence for natural materials and time-honored techniques. Explore their story and their stunning creations, new to Slow Roads.
• •Slow Roads began with a simple belief: that the objects we surround ourselves with should bring more than just function; they should bring joy, tell stories, and connect us to the hands that made them. We journey off the beaten path to discover artisans and independent designers who pour their heart into every creation, curating a collection that celebrates a slower, more intentional way of living.
• •As the seasons turn, find solace in the enduring beauty of handcrafted treasures. Our Autumnal Edit features a curated selection of cozy textiles, warm ceramics, and unique adornments – each piece chosen to enrich your moments of quiet reflection and mindful living. Embrace the art of slowing down with Slow Roads.