Brand Tone

Aspirational & Relaxed, Evocative & Scenic, Warm & Welcoming, Authentic & Natural, Slightly Whimsical & Romantic

Brand Values

• •Beauty in Simplicity
• •Connection to Nature
• •Quality & Craftsmanship
• •Creating Atmosphere
• •Joy in Everyday Moments
• •Hospitality (derived from The Boathouse Group)

Best Practices

• •Immerse in Visuals: Always write with the brand's signature imagery in mind. Let the light, airy, coastal aesthetic guide your word choices.
• •Use Evocative Language: Employ sensory words that conjure the sights, sounds, and feelings of being by the coast (e.g., "sun-kissed," "ocean breeze," "sandy toes," "gentle waves," "crisp linen").
• •Maintain a Balance of Aspirational and Attainable: While the lifestyle is desirable, the tone should make customers feel they can achieve a part of it, rather than it being out of reach. Focus on warmth and welcome.
• •Tell a Story: Frame products and collections within the broader narrative of coastal living, escape, and creating beautiful, serene spaces. Even short descriptions can hint at a larger story.
• •Keep it Positive and Serene: The language should consistently reflect tranquility, joy, and the beauty of simple pleasures. Avoid overly urgent, aggressive, or complex phrasing. Focus on calm and inspiration.

Social Perception

Highly Aesthetic & "Instagrammable", Associated with a Desirable Lifestyle, Good Quality & Tasteful, More than just a store, Aspirational Destination

Copy Examples

• •Product Description (e.g., for a linen cushion): "Drift away on dreams of the coast. Our pure linen cushion, in the soft hue of a morning sea mist, brings a touch of serene Boathouse charm to your favourite quiet corner. Effortlessly elegant, endlessly comfortable."
• •Instagram Caption (with an image of a beautifully set table with their products): "Sun-drenched afternoons and shared stories around the table. Discover pieces that turn everyday moments into cherished memories. #TheBoathouseHome #CoastalLiving #SimpleJoys"
• •Email Subject Line (for a new collection): "New Arrivals: Bring the Calm of the Coast Home"
• •Website Banner Text: "The Boathouse Home: Curated essentials for a life inspired by the sea."
• •Promotional Post (e.g., for a seasonal sale): "Refresh your haven. Explore our summer collection and let the gentle rhythm of coastal living wash over your home. Limited time offers now available."