Brand Tone

aspirational, clean, and nostalgic. The communication is friendly and straightforward, but with an underlying appreciation for design and place. It feels personal and curated, like a recommendation from a design-savvy friend. The brand avoids overly casual slang or aggressive sales language, maintaining a polished yet approachable feel.

Brand Values

• •Design & Aesthetics
• •Quality Craftsmanship
• •Sense of Place
• •Simplicity
• •Authenticity

Best Practices

• •Lead with Place and Design: Always tie the product back to its core concepts: the celebration of a specific place and the commitment to clean design. This reinforces the brand's unique selling proposition.
• •Use Aspirational and Evocative Language: Words like "celebrate," "story," "timeless," "home," and "journey" connect emotionally with the audience without being overly sentimental. It helps frame the products as more than just decorations.
• •Keep it Clean and Simple: The copy should mirror the brand's visual aesthetic. Use short sentences, clear headlines, and ample white space. Avoid jargon, complicated descriptions, or cluttered layouts in emails and on the website.
• •Highlight Quality and Origin: Consistently mention that products are "Made in the USA" and crafted from high-quality materials like "genuine wool felt." This builds trust and justifies the premium nature of the products.
• •Maintain a Friendly, Polished Voice: Whether responding to comments or writing descriptions, the tone should remain approachable and professional. It's the voice of a confident, design-oriented brand that is happy to share its creations with a like-minded community.

Social Perception

The public and customers perceive State Goods as a high-quality, design-focused brand for home decor. Customers who purchase from the store are likely interested in interior design, modern aesthetics, and products that have a personal meaning or connection to a place. The brand is seen as trustworthy and providing unique items that are not mass-produced. The perception is that of a small, independent business with a strong point of view.

Copy Examples

• •Your city, your story. Introducing the new [City Name] print, designed to bring a piece of home to your walls. Clean lines, timeless design. Tap to shop.
• •Celebrate your favorite places. Our [State Name] pennant is crafted from genuine wool felt and features stitched lettering for a classic, durable finish. A perfect touch of modern nostalgia for any room. Made with pride in the USA.
• •Good design makes a house a home. At State Goods, we create simple, beautiful prints and pennants that celebrate the places you love. Discover our collection and find a piece that speaks to you.
• •New Arrivals for Your Favorite State Hi [Name], just landed in the shop: new designs celebrating the beauty of [State Name]. Inspired by vintage travel posters and modern design, these prints are the perfect way to show your state pride. Simple, clean, and made to last.
• •Modern home decor inspiration. Our minimalist state prints add a personal and stylish touch to any gallery wall or living space. Explore the full collection of US state and city prints at State Goods.