Brand Tone

Thoughtful, artistic, and aspirational; deliberate and evocative language; calm sophistication; reinforces a lifestyle of intention.

Brand Values

• •Sustainability
• •Timeless Design & Longevity
• •Functionality
• •Beauty & Craftsmanship
• •Simplicity

Best Practices

• •Lead with Values: Always frame the product within the core values of sustainability, functionality, and timelessness. Use words like "conscious," "lifetime," "heirloom," and "intentional."
• •Embrace Evocative Language: Use storytelling and sensory details instead of just listing features. Phrases like "a breezy day on the coast" or "a life well lived" create an emotional connection.
• •Maintain an Educated, Calm Tone: The voice is sophisticated but not pretentious. It should feel like a knowledgeable and passionate friend sharing their philosophy on design and life. Avoid slang, excessive exclamation points, or urgent "buy now" calls to action.
• •Highlight the "Why" Behind the "What": Don't just sell a bag; sell the philosophy of buying fewer, better things. Explain why sustainable materials are used and why a timeless design matters.
• •Be Consistent Across All Channels: The thoughtful, aspirational tone used on the website's "Our Story" page should be the same tone used in Instagram captions, email newsletters, and ad copy to build a cohesive and trustworthy brand identity.

Social Perception

Perceived as a premium, artisanal, ethical, and stylish brand for those investing in high-quality, meaningful possessions. Aspirational for individuals valuing a creative, sustainable, and well-considered lifestyle; positioned in a luxury, investment-piece category.

Copy Examples

• •Built for the long game. Our Canvas Tote isn’t just for today’s errands; it’s for a lifetime of adventures. Meticulously hand-crafted with sustainable materials, it’s the only bag you’ll need for a life well lived. #Sonhouse #TimelessDesign #SustainableStyle
• •More Than a Bag. It's an Heirloom. We believe in pieces with a purpose—designed for function, crafted for longevity. Discover the intersection of beauty and sustainability. [Shop The Collection]
• •Before it was a bag, it was an idea: that true style is timeless. That the things we carry should be as beautiful as they are functional. From our island studio to your hands, each Sonhouse piece is a commitment to sustainable craft and enduring design. Find your forever piece.
• •Tired of trends? Invest in timeless. Sonhouse creates functional, sustainable bags designed to last a lifetime, not just a season. Reduce your impact without compromising on style. Explore our collection of modern heirlooms.
• •Designed for minimalist moments. The Little Fish bag holds the essentials for a life in motion. Hand-stamped veg tan leather patinas beautifully over time, telling the unique story of your journeys. Compact, conscious, and crafted with intention—for a simple, elegant escape.