Brand Tone

Artistic, Sophisticated, and Curated.

Brand Values

• •Curation and Uniqueness
• •Artistic Collaboration
• •Celebration of Travel and Adventure
• •Quality Craftsmanship
• •Local Community Connection

Best Practices

• •Prioritize Story over Sale: Focus copy on the artist, the craftsmanship, or the inspiration behind the product. The story is the value proposition. Use the "Journal" as a source of inspiration for product narratives.
• •Use Evocative, Sensory Language: Employ descriptive and artistic language that appeals to the senses and intellect. Words like "sculptural," "handcrafted," "luminous," and "tactile" align with the brand's sophisticated tone.
• •Maintain a Minimalist Approach: Keep copy concise and impactful. Avoid clutter, exclamation points, and overt sales jargon. Let the high-quality imagery do much of the talking, with text serving to enrich the context.
• •Emphasize Exclusivity and Scarcity: Use phrases like "One-of-a-kind," "Limited Edition," "Exclusive Collaboration," and "Curated Selection" to reinforce the brand's core value of offering unique items.
• •Speak to the Audience as a Fellow Connoisseur: Write in a tone that assumes the reader shares an appreciation for art, design, and travel. This creates an inclusive feel for the target demographic while reinforcing the brand's authority as a curator.

Social Perception

The perception of Take Me With You is that of a high-end, niche boutique for those "in the know." It is seen less as a conventional store and more as a gallery or concept shop. Its association with the Ace Hotel and its focus on exclusive, artistic pieces contribute to a perception of being trendy, cultured, and aspirational. The clientele is likely composed of design lovers, art enthusiasts, and travelers seeking unique souvenirs that transcend typical tourist fare. The brand is perceived as a destination for finding a special gift or a unique piece for the home.

Copy Examples

• •Where form meets function, a vessel becomes art. Discover the exclusive FefoSt collaboration, handcrafted to bring a sculptural presence to any space. Available in-store and online.
• •The Curator's Edit: Objects of beauty and curiosity, newly discovered. Explore our latest collection of handmade accessories, art, and design from around the world.
• •A Love Letter from Cadaqués | New Journal Entry & Inspired Objects
• •More than an accessory — a wearable sculpture. The Dea Sun Necklace, a statement of celestial artistry designed to be treasured. A singular piece for the discerning collector.
• •Your journey doesn't end at checkout. Take a piece of Brooklyn's creative spirit with you. Visit Take Me With You at Ace Hotel, a curated collection of art and design to remember your travels by.